Brands are beginning to question whether knowing their consumer is enough. In a world of constant change, being culturally relevant and future-focussed is increasingly important. Culturally-connected brands can be nimble and operate in real time. When your brand is part of culture, not sitting on the surface, you stand a better chance of being noticed and loved.
But how exactly do you connect with something as amorphous as ‘culture’? And how do you know when you’re doing it right? Read more…
En estos tiempos de replanteos, del back-to-basics y de refundaciones, una marca debe comportarse como una persona más, que propone, dialoga, escucha y aprende de los demás, esos mal llamados ‘consumidores’. Por eso, las diez claves para recomponer la imagen y la reputación de una marca, son las mismas que le recomendaría a una persona corriente: Read more…
Welcome to Added Value’s newsletter focused on Sustainable marketing; the challenges, opportunities, our solutions and points of view. The conversation around climate change and the environment continues to ‘heat up” in the US as Obama nominates 2 figures for environment- related cabinet posts (The Environmental Protection Agency and the Energy Department). The former has taken strong positions for the regulation of greenhouse gases while the latter is pro-fracking. Both sides agree that the Obama picks are intended to make progress on the issues in the absence of congressional concensus. Senate confirmation is pending…
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To receive Jonathan Hall’s monthly newsletter on Innovation, directly in your inbox subscribe here. Companies talk about disruptive innovation so much nowadays that some would say the concept’s been devalued. But in case we’ve all become complacent, a clutch of thinkers caution us to wake up fast. HBR published an article stating that the concept of disruptive innovation has changed: Big Bang Disruption is a whole new beast, and it has the potential to destroy businesses overnight. So, our focus this month is on blind-siding, technology-led innovation with the potential to come from anywhere.
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Coke, Pepsi… iconic American brands that have travelled the world round and become a staple at every social event. For decades, their bubbly sweetness has symbolized youth, friendship, freedom and happiness. But their sugary alter ego is gaining notoriety. And the voices of dissention are getting louder. So could soft drinks be heading for the same pariah status as tobacco? Leslie Pascaud, our Global Thought Leader on sustainable brands shares her point of view…
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A hospital’s double skin that filters Air Pollution
Imagine a building that eats pollution in the air. Well a tower under construction in a Mexico City hospital claims to do just that. The Torre de Especialidades is shielded with a facade of Prosolve370e, a new type of tile whose special shape and chemical coating can help neutralize the chemicals that compose smog: up to the equivalent produced by 8,750 cars driving by each day. A chemical reaction occurs when UV light cuts through smoggy air and hits the titanium dioxide on the tiles. This breaks the smog down into small amounts of less harmful chemicals, including calcium nitrate (a salt used in fertilizers), carbon dioxide, and water.
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Press Release, 20 March 2013:
Added Value reveals the cultural vibrancy of 160 brands from across fifteen sectors in its third annual Cultural Traction™ 2013 report.
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Brazilian brands have spread internationally by promoting a national cultural narrative, in contrast to China and India where brands tend to hide their cultural origin.
The acronym BRIC captures the new wave of economic dynamism and consumerism in Brazil, Russia, India and China. Each nation is humming along with annual GDP growth well above mature economies.
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Stephen Palacios, Added Value Cheskin’s intercultural lead, will be one of the speakers at the ANA Multicultural Marketing Thought Leadership Forum hosted by MillerCoors. The ANA Multicultural Marketing Thought Leadership Forums will discuss key issues to help elevate the impact of marketing to an increasingly multicultural nation. These will be exclusive “invitation only” events, bringing together client-side marketers for peer-to-peer discussion and exchange of best practices. Each meeting will be focused on a single key issue.
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To receive Jonathan Hall’s monthly newsletter on Innovation, directly in your inbox subscribe here. Social networking has changed our world, and while we may be entering a phase of “Facebook fatigue”, many of us still value directly engaging with brands more than connecting with friends and family. This month, guest editor Caroline van der Pool, Strategic Director at Added Value Cheskin, explains how we’re only at the very start of the rise of Social.
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