Good Marketing

2018 marked some pretty major cultural changes, and that’s going to have effects on brand identity development.

​Ethical consumer apps help shoppers make informed decisions about which brands to support​​














Marketers have known that consum

Marketing leadership has failed to instill pride in the discipline, as a LinkedIn post by Unilever's European president proves, leading to constant attempts to use purpose to apologise for or redefine it unnecessarily.

Here's how to develop a global marketing strategy to build brand memory, and an essay on why memory and mental availability are so important in marketing.

An overview of rational and emotional appeals in advertising, with visual examples of each.

The Innovation Excellence community is home to innovation articles, webinars, videos, training and education - powering successful growth in the innovation management profession.

How can we use what makes people attractive to make brands attractive?

NYFW went by quickly, but it doesn’t mean you have to buy into fast fashion.

Zappos is known for its unique organizational culture. Here's what brand marketers can learn from the online retailer about inspiring creative thought.

For brands to grow they need to attract more people, more easily and more often. Yet, how can you ensure that more people will buy your brand more often and mor

As you design your marketing, have you considered the emerging field of neuromarketing?

Spend an hour at any marketing conference and you’ll to hear the word ‘authenticity’ used multiple times – but does it mean the same as truth?

Revisiting the blunders of Victoria’s Secret, Starbucks and more.

Head of design Anna Charity worked to wring “all the mysticism and cliched imagery” from meditation–and instead position it as a tool for solving everyday problems.

A company’s purpose is its why—why it does what it does, why it exists. Having a meaningful brand purpose or being a “purpose-driven” company has become a popular notion in business today, and with good reason. To identify your overarching purpose, go deep and think big.

What is the definition of brand in the digital age? The ironically named online grocer Brandless paints a surprisingly good picture of what branding is.

Every brand must find its own path if it wants to connect with humanity in an authentic and meaningful way. It starts with considering whether your brand is an aspirational brand — one that unites style, social status and sustainable values to create a seamless brand experience — or an advocate brand — one that uses its megaphone to fight loud and proud against social, economic and environmental injustices. So, which approach is right for your brand? BBMG has been tracking the Aspirational and Advocate psychographics for several years, and through that and its work with purpose-driven brands, has identified five principles for each brand pathway, which it shares here.

Presidential candidates are experts in the art of crafting a powerful brand story. Here are five lessons your brand can use to stand the test of time.

Jaclyn Murphy, Director of Brand Purpose at Edelman, opened an inspiring session on Wednesday afternoon where the brand purpose was made tangible in four brands - Arla Foods, Unilever, BT and Neste - that shared their experience and insights about how they are working to engage consumers in their purpose and get them involved in creating a change.

Purpose-driven brands know that the key to successful engagement is connecting consumers to their brand purpose and mission. The most effective ways to do that