Music in business communications: a cross-cultural pitfall
Advertising is quite possibly the first area of business communications that was given freedom to be creative and to speak to more than one of our senses. The use of […]
Tag Archives: branding
The role of brands evolves with market maturity
A few days ago, the Financial Times reported on a study of how attached consumers are to brands, conducted by Havas Media. According to the article (I’ve not seen the original research), “The research shows far stronger faith in brands in faster-g…
Using personality to transform a run-of-the-mill business hotel
If you visit the website of the Loews Vanderbilt Hotel Nashville, you have the impression that it’s a nice upscale business hotel but interchangeable with numerous other hotels you may have seen in other cities. However, it only takes a few minute…
A tagline should say something meaningful about the company, shouldn’t it?
The title of this post might seem blindingly obvious, but apparently it isn’t. Last week, at an IABC France event on adapting global communications campaigns to local markets, a speaker talked about the need to adapt taglines (and other branding e…
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