It is really about time for marketers and advertising consultants to think carefully about what they are doing. Otherwise there is a great risk that adverting is losing the ability of creating increased profitability and that creativity will be considered unnecessary. Earlier this summer, IPA – the Institute of Practitioners in Advertising (”British Comm”) published […]
THE SHORT STORY Sooner or later every company or organization faces situations that can develop into a crisis. Regardless of the background to the situation, it is important to act quickly, correctly and consistently. The worst thing you can do is to stay away and avoid answering questions with the hope that everything will pass […]
THE SHORT STORY: The fact that a brand is well known is not the same as a strong brand. In the worst case, it can be quite the opposite. It can even be so bad that it is about to become degenerate and then the brand owner has lost financial opportunities the brand could have […]
THE SHORT STORY: Ageism has been a problem for a long time. The attitude that people have a “best-before”-date and that competence and employability are declining by the number of birthdays. Ageism has been a problem for a long time. The attitude that people have a “best-before”-date and that competence and employability are declining by […]
THE SHORT STORY: The interest in behavioral economics has grown over the years, ever since the psychologist Daniel Kahneman was rewarded Nobel Memorial Prize in Economic Science. Understanding the human psyche, how and why people react as they do, is of great value for brand owners and marketers, as it is possible to design services, […]
THE SHORT STORY Studies have shown that femvertising works very well, in all types of media, in pictures and on film. The resistance to advertising decreases and it instead raises curiosity. In a recent post I published an interview with Nina Åkestam, a PhD from the Stockholm School of Economics, who’s thesis was named “Understanding […]
THE SHORT STORY: Great advertising has a value in itself. Sara Rosengren and Micael Dahlén, professors at the Stockholm School of Economics, have studied this phenomenon and established the concept of ”advertising equity”, for advertising that is not only tolerated, but also popular. It creates both more value for the company and added value for consumers. This means […]
THE SHORT STORY: Good advertising is not only important for the development of brands and companies. It can also be a positive power in society. By understanding and avoiding the stereotypes that are often used in advertising, it is possible to influence attitudes in a deeper and more positive way. These conclusions can be drawn […]
Skilled companies today know that they act in a bright spotlight on an open stage, where every movement is recorded, evaluated and discussed. And most people understand the importance of earned media. It is certainly no news that companies want to be noticed in the media. But that is, of course, the want attention. The […]
I have written about Sam Katz in some of my Swedish blog posts. He was a columnist in Quo Vadis during the first years of the magazine (which I started and run for 20 years). He was feared but loved. His rhetoric was incomparable and entertaining. He crushed Golden Eggs (Swedish advertising awards) annihilated large but […]
