Why sonic branding is critical to building brand equity.
When it comes to brand recall our hearing is one of the strongest senses we have. That’s why the use of sound as part of brand building has been around for centuries. Historically, tower-like minarets were introduced in eighth century Baghdad as platforms to call to prayer, and in medieval Europe church bells were … Continued
Transforming from a toymaker to an IP marketer.
Brands like Grand Turismo and Barbie are leveraging movies to revitalise their market share and connect with younger audiences. By associating their brand with popular movies, they can tap into their existing fan bases and generate excitement and interest amongst a new generation of fans. This strategy not only helps to rejuvenate the brand … Continued
Boots: The new face of feelgood style
Step into the world of Boots, the unshakeable high street brand that has been serving customers in Britain since 1849 – and has since expanded to the Republic of Ireland, The Netherlands, Norway, Italy, The Emirates, Thailand, Indonesia, and Qatar. Although Boots has stood the test of time, in a faster-paced digital era it needed … Continued
Why one of the world’s leading mobile brands disappeared.
The rise and fall of the Canadian brand BlackBerry is a cautionary tale that resonates with marketing professionals everywhere, well beyond the tech industry. At its prime, BlackBerry dominated the mobile phone market with its unbeatable QWERTY keyboards and secure messaging. However, a series of missed opportunities led to their downfall, and the consequences were … Continued
How Aldi turned a legal case into a social media win
Aldi’s legal tussle with Marks & Spencer in the UK was not just any court case, it was #FreeCuthbert. The legal action began when Marks & Spencer accused German discounter Aldi of copying its iconic Colin the Caterpillar cake, with a Cuthbert the Caterpillar Swiss roll. This led to a complex intellectual property claim by … Continued
Why for Airbnb brand building beats performance marketing
Just over two years ago in early-2021, Airbnb launched a new brand campaign called ‘Made Possible by Hosts.’ The company asked a handful of people around the world who were great photographers to book an Airbnb with their friends and families and to submit the photos. Airbnb made videos from this user-generated content aimed to … Continued
When it comes to craft beer, cannabis, and canned water, bad can be good.
When it comes to branding, you might assume that positive, aspirational brand names always win over customers. However, in certain industries like craft beer, cannabis, and canned water, the opposite is true. By 2012, the Big Beer triumvirate of Anheuser-Busch, InBev, and MillerCoors, had absorbed so many smaller US beer brands that they controlled over … Continued
Michael Jordan sneakers sell for record $2.2m
Just recently, Sotheby’s auctioned a pair of the Nike sneakers that Michael Jordan wore during the 1998 NBA Finals – his final “Last Dance” season with the Chicago Bulls. The Air Jordan XIIIs, which many consider to be the most famous and recognisable basketball sneakers of all time, fetched $2.2 million, an all-time record. But … Continued
What turned Apple around in 1997?
Apple has one of the most remarkable comeback stories in the world of technology. In the late 1990s, the company was on the verge of bankruptcy, struggling to stay afloat amidst intense competition from rivals such as Microsoft and Dell. The brand was perceived as outdated and irrelevant, and the company’s products were not resonating … Continued
Is the Ford Credit campaign going to be too little, too late?
Ford Credit, a company that operates in the captive financing space, is unveiling its first-ever consumer campaign as the car lending market undergoes rapid change. With more people…
How brands and consumers are realigning their values
This year’s much anticipated Christmas ad from UK retailers John Lewis Partnership, who also own Waitrose supermarkets, shows a middle-aged man teaching himself to skateboard…
Welcome to the new normal
Business for industries that were heavily dependent on traditional forms of marketing and advertising is rough right now. The C19 pandemic has catalysed a paradigm change towards digital forms of communication, work and entertainment. Everybody is turning to their mobiles…
The big Monopoly game of social and digital marketing
The US Justice Department is preparing to look into Google and Apple and the Federal Trade Commission will start to look at Facebook and Amazon, covering everything from data security to anti-competitive practices and market power. Following the Cambridge Analytica…
Barbie gets a makeover
Barbie turns sixty soon, old enough to be a grandmother. Ahead of her birthday, the iconic global doll brand is being rejuvenated to support a movement empowering the next generation of women. The tiny blonde doll and her famous silhouette have caused much controversy over the years. However in 2019, Barbie has evolved to include a wider range of body types and embrace campaigns to tackle low self-esteem…
Ten things we’re glad we didn’t do as marketing consultants in 2018
None of us can get it right all the time, but here are ten things Driving Growth is glad it wasn’t responsible for in 2018, and would like to think it would have handled differently…
Black Friday
Not many people know that the term Black Friday, at least in relation to shopping, has its roots in American law enforcement jargon.
Where will we be in 2044?
Over the last fifteen years, we’ve gone from a tortuously slow, dial-up version of the Internet to one that can be accessed at incredible speeds from pretty much anywhere. It’s revolutionised our marketing industries, introducing strategies that didn’t exist before…
How pre-digital era marketers shifted their customer relationship approach in the digital age
In the beginning was the newspaper and marketing was about one-way communication. In the nineteenth and early twentieth centuries, classified ads, often covering the entire front page of a newspaper, were arranged by product category. This offered a simplified, pre-Google…
Mobile Apps are a great addition to your UAE brand building strategy
Have you ever considered using UAE mobile apps as part of your brand building strategy? Research shows that branded mobile apps can help create a positive brand image by linking strong, favourable and unique brand associations in a person’s memory…
Drive your business to the top with Driving Growth
Driving Growth is a team of brand building experts equipped with hands-on experience of successful marketing strategies from all over the world. They will work with you to align all your brand’s touch-points to release your company’s full potential, gain…
Do you think they knew it was Christmas?
When heavily armed elite, anti-insurgency troops boarded two Blackhawk helicopters at a secure Colombian military base in December 2010, the last thing on their minds was the accurate measurement of marketing effectiveness. Alongside their automatic weapons, they carried bags containing…