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Have We Reached The End Of Brand Purpose?

Have We Reached The End Of Brand Purpose?

Rather than offering solutions to societal needs, brand ‘purpose’ risks becoming a euphemism for ill-conceived CSR campaigns. The Holmes Report's Alex Brownsell talks to CMOs, incl ...

The Next in Augmented Relationships

The Next in Augmented Relationships

Melanie Joe, Consultant, Research and Insights, MSL Exciting developments from the technology sector are in the news on an almost everyday basis; big data, virtual reality (VR), au ...

How Technology will Help Communicators Usher in Limitless Consumerism

How Technology will Help Communicators Usher in Limitless Consumerism

By Daphne Hoytt, SVP, MSL Atlanta, NA Consumer Practice Director In today’s modern world, it goes without that saying that exclusivity is what moves the needle in consumer brand co ...

China’s Live-streaming Trend: Paving the Way for Increased Engagement

China’s Live-streaming Trend: Paving the Way for Increased Engagement

By Glenn Osaki, President, Asia, Shanghai, China, MSL and Liki Qin, Regional Senior Manager, Asia, MSL 2016 will be known as the dawn of the era of live-streaming in China, with ov ...

PR – Driven Media: Hero of The Day

PR – Driven Media: Hero of The Day

By Guillaume Herbette, Global CEO, MSL Every brand is a media company now. This message has undoubtedly been instilled in every communications and marketing professional. And what ...

Immersive Tech Meets Sustainability

Immersive Tech Meets Sustainability

By Sheila McLean, NA Citizenship & Sustainability Practice Director, MSL Much has been said and written about how immersive tech will transform the communications industry, ush ...

Transforming the Patient Experience with Immersive Technologies

Transforming the Patient Experience with Immersive Technologies

By Jim Weinrebe, Health Practice Leader, MSL North America The integration of virtual reality (VR), augmented reality (AR) and mixed reality (MR) with Big Data, increasingly, has t ...

Marketing to the Masses in Asia: Lessons from Brands

This is the second in a series of blogs based on research conducted by Leo Burnett Asia-Pacific on low-income consumers. While the first blog touched on the power and relevance of consumers with as little as $2,000 USD a year, this blog features examples of brands who have successfully and ethically tapped this market: • Heinz Complan Family is a nutritional powdered-milk supplement that has strong equity i ...

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Winning Over Asia’s Majority

This is the third in a series of posts about low-income Asian consumers based on research conducted by Leo Burnett Asia-Pacific. Below are some tips for tapping this market ethically and profitably. Asian consumers, just like their Western counterparts, go for brands that understand their lifestyles: 1. LISTEN • Don't think of the $2,000-a-year income bracket as an oddity. It's the average in Asia. • Unders ...

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Marketing to the Masses in Asia

For decades, the majority of multinational corprations marketing in Asia have focused on the affluent minority, those who tend to live in urban areas and have shopping habits and product needs that are quite similar to those in the West. But by focusing only on the upper-income urbanites, marketers are missing a vast opportunity at the bottom of the economic pyramid. About 4 billion people in the world earn ...

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Digital Branding, What Is It and What Do You Need to Do about It?

Gap changed its logo—and then changed it back—after public outcry. Nestlé, maker of Kit Kat, will stop using products widely believed to be associated with deforestation after a Greenpeace campaign. The "Smell like a Man, Man” campaign by Old Spice, a 70-year-old brand losing market share, became part of the cultural conversation. Procter & Gamble can’t keep the product in stock. What do these brands have i ...

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Search Marketing and the Communicator’s Tool Kit

Advances in search engine marketing are dramatically changing the way people obtain information, which in turn is impacting the communicator’s tool kit.  With Google Instant, people only need to type a few letters for the most popular and relevant search results to appear. As people type less to get the info they need, search terms (those words you hyperlink in press releases to your website pages) will nee ...

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The intern speaks out…and mothers, too

MSL UK asked Olivia Chausson, Cambridge psychology student and intern extraordinaire, to record her thoughts about the foray into the communications profession. We found her summer reflections quite refreshing. From her inventive simile, « Social media space worked like an arena, a place in which actual dialogues took place between consumers and brands »  to the candor she finds in mommy bloggers, « I felt ...

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That Was Fun: Financial Communications in a Crisis

Antoine Denry of Publicis Consultants in Paris says it is hard to establish metrics for financial communications when a company has to deliver bad news. Indeed, being on the firing line during lay-offs or a steep decline in the stock price is a tough job.  And even when you deliver negative news perfectly, well, it is still negative. Yet it has to be done when a company is publicly traded and in the public ...

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