by Mark Wills | Aug 31, 2023 | Thoughts
Protective powers of packaging. I’ve always thought packaging was an under utilized assets. Beyond just the functional ‘fit for purpose’ requirements, I believe creativity should be at the heart of good packaging design. And that means thinking outside the box, or in...
by Mark Wills | Aug 24, 2023 | Thoughts
The Big Blue Bag. Unmistakably cut through the clutter with the gargantuan power of distinctive brand assets. Bravo IKEA, a Mother of an announcement. Click here to see original LinkedIn post.
by Mark Wills | Aug 10, 2023 | Thoughts
Us vs. Them. Comparative advertising, or combative advertising, is a technique almost as old as advertising itself. A simple head-to-head, in which a particular brand, or service, specifically mentions a competitor by name for the express purpose of showing why the...
by Mark Wills | Aug 3, 2023 | Thoughts
Click here to see original article. Intangible brands Elon Musk and Barbie show just how intangible a brand can be. Barbie’s brand is now worth $701mn, up from $588mn last year, even if a surge in sales is not yet visible in Mattel’s earnings. But its irreverence...
by Mark Wills | Jul 27, 2023 | Thoughts
Click here to see original article. Performing brain surgery with a sledgehammer Musk’s approach to the Twitter brand has been as delicate as performing brain surgery with a sledgehammer. 17 years of the brand drillings itself into the collective consciousness...
by Mark Wills | Jul 20, 2023 | Thoughts
Well put Prof. Ritson. “In marketing our almost instantaneous obsession with AI signals (once again) our love for the pornography of change and our fundamental ignorance that our discipline is founded on empathy for the other, for the consumer.”...
