Marketing

Over the past years, sustainability has become increasingly central to all stages of marketing, from strategy, designing to implementing. But how can we ensure that marketing further evolves to effectively …

Just like all commodities, alcohol revenues are significantly impacted by successful branding and marketing campaigns. When well-crafted advertisements are relatable to consumers, these promotions ultimately influence their perceptions and increase …

Ask anyone on the street what he or she thinks the world’s most luxurious watch brand is, and they will probably say Rolex. They’d be wrong. But perception is everything, …

The role of branding products to increase their value and profitability is given serious import in the commercial world. Building familiarity, trust and loyalty to brands is at the core …

  A company has a brand whether they want it or not” is a popular adage for explaining the importance of branding as a discipline. And, according to a recent …

Companies around the world seem to have down-shifted their usual mass-market, flashy-ad campaigns to opt for more targeted and subtle forms of communication. This comes as no surprise, with almost …

The authors of Executive Insights have been invited by this magazine to offer their professional opinions and analysis to you, the reader. Executive magazine does not endorse the analysis of …

Earlier this year, Sao Paolo’s conservative mayor Gilberto Kassab made a radical decision when he introduced a Clean City Law that banned all public advertising in the metropolis, saying it …