Despite the edginess, Coca-Cola’s ‘Real Magic’ campaign is one from the heart
If I wanted to reach 2.9 billion gamers, I would do something like this as well.
Ever try to throw a book away?
Are books the queen of content marketing? Seriously, have you ever tried to throw a book away? Tough, isn't it? It's something about our education, perhaps. There's always a pang…
Belfius: 2 reasons this name is wrong
It's not often that a brand name generates so much interest. Belgians woke up March 1 to discover that the retail branch of the troubled bank Dexia is now called…
Levis, riots and teenage aspirations
https://youtu.be/EXu2W4o0CP8 This ad, surely one of the most evocative for a jeans company, has become iconic in a way. Just as the turbulence of May 1968 fueled a new…
Clout is a noun, not a goal
The social media world is in a bit of a tizzy due to Klout's new rating system. The overall complaint is that everyone seems to have gone down in the…
PERSONAL BRANDING IS NOT LIKE A PERSONAL COMPUTER
I’ve been working on a few projects recently that can best be described as “personal branding”, coaches or consultants that decide to build their business under their own name. But “personal branding” has a very selfish ring to it. At its worst, it’s an exercise in ego-stroking. But as the “brands” in question were perfectly aware, there’s more to personal branding than “me-me-me”.
THE NAME GAME
Names are probably one of the most difficult things to get right. Over the years, I have been able to come up with a fair number of product or company names. But there is no single way to get this right.
Amongst the recent successful ones is the MIPIM Horizons trade fair, which will run next December in Cannes. In this case, MIPIM asked the Consorcom agency to help them with the name as they wanted to create a new event to accompany the hugely successful MIPIM property market trade fair. As MIPIM Horizons will focus on emerging markets, we naturally focused on that aspect. We kept the mother brand name and developed a range of names evoking discovery, novelty and the like. The Horizons is quite a “natural” choice, as it is easily understandable and evokes a lot of things that are interesting to property developers.