How to succeed at smaller brands Eating the Big Fish Adam Morgan Adweek Media This was arguably the first book to propose how the also-rans – or challenger brands, should behave. Its fundamental point is that most marketing books are written about brand leaders, but most marketing people don’t work on brand leaders, and … Read more
Standout ‘gorilla’ ad campaigns are an endangered species. Here’s what clients must do to increase their numbers, writes David Meikle [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/dialogue_q3_2017_full_book/62″]READ THE FULL GRAPHIC VERSION[/button] Great ad campaigns are remarkably rare. Despite the best efforts of marketers and the vast talent in agencies across the great creative cities of the world, … Read more
Creative director of CLICKON, Benjamin Potter explores five of the most influential Wimbledon commercials from the last 140 years International brands strive to create memorable ad campaigns that tie in with the prestigious tennis tournament from humorous to iconic – and Wimbledon, the quintessentially British sporting event of the year, is no exception. More brands are … Read more
We all know that we’re consuming media in a very different way from ten years ago and in a manner that is totally alien to that of 20 years ago We all know that disintermediation and disruption have become the norm. And we all know that AdTech, such as programmatic buying and Facebook Live, is … Read more
‘Posaganda’ can help kick out racism, sexism, homophobia – and make the world embrace diverse leadership, writes Chris Yates [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/dialogue_q4_2016_print_proof__cropp/64″ ]READ THE FULL GRAPHIC VERSION[/button] Before we had a black president, we had black presidents in the television series 24 and movies The Fifth Element and Deep Impact. Before we had … Read more
The final Dialogue issue of 2016 is out today. With a focus theme of Piracy and Privacy, the Q4 2016 issue of Dialogue features an exclusive major feature by Don Tapscott – and much, much more… Download it today on ipad, Android or Kindle – or read it on your desktop machine. Get it here
Most advertising slogans are being devised to make companies feel good about themselves, writes Anthony Tasgal [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/dialogue_q3_2016_full_book/68″ ]READ THE FULL GRAPHIC VERSION[/button] Peak slogan apathy could be upon us. There has been something approaching an outcry from commentators inside and outside the advertising industry regarding recent slogans such as Stella Artois’s ‘Be Legacy’ or transport … Read more
Is your slogan broken? In the next issue of Dialogue Anthony Tasgal explores why a wave of apathy has hit modern sloganeering – and offers tips on how to make sure yours doesn’t fall foul of the same malaise. In an exclusive extract, here are three tips from Tasgal, a branding guru who works … Read more
Varying your content will help overcome the complexity of the world’s biggest market, write Maneesh Choudhary and Jenny Ma [button type=”large” color=”black” rounded=”1″ link=”http://issuu.com/revistabibliodiversidad/docs/pdf_book_q2_2016_mid_res/62″ ]READ THE FULL GRAPHIC VERSION[/button] China is still the biggest driver of world advertising growth. GroupM’s 2015 global advertising forecast shows that Mainland Chinese businesses contributed more to the annual increase in advertising … Read more
Anyone involved in the business of selling should use behavioural economics to make sense of the way humans act [button type=”large” color=”black” rounded=”1″ link=”http://issuu.com/revistabibliodiversidad/docs/pdf_book_q2_2016_mid_res/66″ ]READ THE FULL GRAPHIC VERSION[/button] In his book Darwin’s Dangerous Idea, the philosopher Daniel Dennett makes the case that Darwinism is the “single best idea anyone has ever had”: a candidate for … Read more