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M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

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Branding

  • Brand Paxman: a new statement from a British publishing legend

    25 October 2013

    Comedian, actor and celebrity womaniser extraodinaire Russell Brand is the guest editor of this week's edition of the British political weekly review magazine, The New Statesman (out Today). While to some this may seem an odd move on a part of the political rag, it actually makes a lot of sense. 

    Over the past couple of years, Brand has been using his sizeable media presence and clout to espouse a heavily politicised agenda. Many will have recently seen him calling for some form of socialist revolution that he's convinced will come. Equally, he's been publicly attacking right wing media, such as the UK ...

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    Posted by: Luke Cloherty

    Tags: Creativity, content strategy, Content, Social, collaboration, New Statesman, Print, PR, TV, brand awareness, branded content, Branding

  • Dassault Systemes' 2013 'IF WE' campaign: the way we think is imperative

    18 October 2013

    Dassault Systemes are a PLM (Product Lifecycle Management) solutions, simulation and CAD software company whose innovative technologies and latest campaign, 'IF WE', provide us with some serious, yet thought provoking, ideas to ponder.

    The campaign is based around the concept that if we ask the right questions we can change the world. Its facets are varied - some bordering on the edge of quirky sci-fi proposals a la Philip K Dick, others daring to ponder more real life scenarios, such as financial data and analytics and how we may choose to go on cruise holidays in the future (the answer: in ...

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    Posted by: Luke Cloherty

    Tags: Media, Business, Digital, Dassault Systeme, 3D, Advertising, Marketing, 2013, Innovation, Consumer insight, Branding

  • The magic of Zumba: Alberto Perlman

    10 October 2013

    When I hear the words “workout” or “fitness”, I automatically tune out. But if I hear the word “Zumba”… Well that’s a whole other story; Latin music, dancing… that’s a party I will happily join!

    The story of Zumba is quite inspirational. Who would have imagined that it started out as a single Zumba class in a Latin America gym in 2001 and today it’s a global phenomenon.

    Zumba Fitness chief executive and co-founder Alberto Perlman was at The Festival of Media LatAm last month speaking in a session entitled ‘When a Brand Becomes a Lifestyle’. The team caught up ...

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    Posted by: Bloggers' Gallery

    Tags: Festival of Media LatAm, Branding

  • An experience bigger than the brand

    28 May 2013

    It’s easy to go all-in when you’ve little at the table. Innovation, creativity, agility, disruption: all hallmarks of companies who have weighed up their stack of chips and come to the conclusion that the higher risk was worth the much higher reward.

    Gambling itself is a cornerstone of success, the fear of failure has to be suppressed enough to enable the gamble. But once that success comes, the stack becomes bigger, as do the stakes of any subsequent gamble with an increased amount of stakeholders and equity. Instead of what could be gained, the conversation changes to what could be ...

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    Posted by: Bloggers' Gallery

    Tags: Branding

  • BrandZ Top 100 Most Valuable Global Brands: Global strategy or local focus?

    22 May 2013

    Brands in a number of sectors are facing a dilemma between whether to adopt a global or local marketing strategy. Local brands are determining whether to expand into international markets, while global organisations must decide whether to concentrate on leveraging strong local brands, or maintain a global focus with consistent branding.

    Moving a local brand into international territories can bring success through having a presence in fast-growing markets, achieving economies of scale, and the powerful awareness and reputation that comes from globally communicated messages. Local brands, meanwhile, can develop steadfast consumer loyalty through a responsiveness to needs and cultural differences ...

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    Posted by: Bloggers' Gallery

    Tags: Branding

  • What is an ‘experience’?

    07 May 2013

    Marketing speak. Non-stop buzzwords and 'bullshit bingo', right? We've all heard the jokes. But as the industry and marketing strategies constantly morph and evolve, language needs to be invented and created all the time. Sometimes meanings get diluted beyond the point of all recognition: ‘integrated’, ‘digital’, ‘engagement’, ‘social’, ‘content’ - these are now umbrella terms that serve generic purposes. They tick a box rather than offer definition.

    ‘Experience’ is one of the more recent additions to marketing vocabulary, and it's the frame through which we now talk about brands. Relationships between brands and consumers have changed exponentially, and the way ...

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    Posted by: Bloggers' Gallery

    Tags: Branding

  • The year ahead for images

    25 April 2013

    In 2013 it’s believed the smartphone will become an everyday object worldwide*. It’s believed that sales will hit one billion over the next 12 months – an impressive milestone in the mobile world. It’s certainly a true testament to the ‘sharing age’ we now live in; people want to tap into information and divulge their experiences constantly, be it with their friends or brands.

    This of course presents a plethora of opportunities for companies, but with these opportunities come challenges. Brands are already working hard to remain contemporary and front of mind in the current economical climate and the increase ...

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    Posted by: Bloggers' Gallery

    Tags: Mobile, Apple, Branding

  • WFA Global Marketer Week: Putting the ‘P’ in marketing

    13 March 2013

    If there’s one word that stole the show at this year’s WFA Global Marketer Week in Brussels, it was ‘Purpose’. Indeed, even a survey carried out by the WFA and Edelman found that some 83% of marketers believe that brands should have a ‘purpose’.

    Brands need to put purpose into their marketing – they need a purpose to thrive. And that’s exactly something that Diageo’s global chief marketing officer Andy Fennell highlighted during his presentation to a room full of chief marketing officers. “We simplify things. We ask ‘What’s the brand’s purpose’? We don’t talk about the benefit anymore,” he ...

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    Posted by: Jenni Baker

    Tags: Purpose, Advertising, brand awareness, Branding

  • What makes a category champion and why are they important for your brand’s health?

    19 February 2013

    For any given category you will find different types of influencers – people that others listen to and can have an impact on consumer brand choices. There are Connectors who have a wide network of people they talk to, Mavens who know a lot about their subject and are willing to share that information with others and Sales People who, because of their knowledge, are able to convince others. But the ultimate group of super charged influencers are the Champions who display the characteristics of all the above. Get close to these people and a brand can have a powerful ...

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    Posted by: Bloggers' Gallery

    Tags: Online, Social, Branding

  • Geordie Store – Why eye man!

    04 February 2013

    I’m a big fan of reality TV – and in particular, of MTV’s Geordie Shore. So any excuse to talk about the show I’m there! But while the title of this blog might suggest that I’m talking in some ‘made-up’ language (that, or I’ve just gone a bit crazy!) I’m actually referring to a phrase used in the opening credits of the hit MTV series.

    You also might think that I’ve made a typo in the name, but I haven’t. MTV UK, the makers of Geordie Shore, today launched an official online merchandise shop where fans of the ...

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    Posted by: Jenni Baker

    Tags: Content, E-commerce, Branding

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