“Not only was he able to steward and curate and energize the Chanel brand, but at the same time he was able to build his own brand separate and distinct from Chanel, which is a very tricky, balancing act to do,” said Allen Adamson, cofounder of marketing firm Metaforce and Read more…
There is no long-term value in a brand if the product isn’t something people will use or find important to their lives. To achieve success in brand building, the first thing you need to do is identify a problem to solve, come up with a different way to solve it, Read more…
“There is such pressure on speed that there is no time for consideration,” said Allen Adamson, co-founder of Metaforce, a marketing firm. “When you are moving this fast, there is no time for perspective.”
“When you get to be a certain size — Apple (AAPL – Get Report) , Facebook (FB – Get Report) , Microsoft (MSFT – Get Report) — consumers’ expectations increase from ‘can you deliver a good product at a good price’ to ‘you should be doing more,’” argued Adamson. “Just hiring people isn’t Read more…
“[Prada’s diversity initiative] could help in the longer term, but it takes time to imbue an organization with different perspectives and change culture and behavior,” said Allen Adamson, cofounder of marketing firm Metaforce and adjunct professor at NYU Stern School of Business, New York. “It will likely benefit, but it’s Read more…
No longer are people interested in this idea of a one-stop shop department store model, according to Allen Adamson, a professor at New York University’s Stern School of Business and co-author of “Shift Ahead: How the Best Companies Stay Relevant in a Fast-Changing World.” “Consumers’ desire to get everything all Read more…
For Allen Adamson, co-founder of marketing services firm Metaforce and the former North America chairman of global branding agency Landor, the biggest marketing impact of 5G will be that consumers will have actual voice conversations with mobile devices, not just issue a few voice commands and interact at other times Read more…
“The benefit is you never know how a game will flow and audience engagement in the actual game varies,” Metaforce co-founder Allen Adamson explained. “If it’s a blowout and you’re in the fourth quarter, you’ve blown it.” “It’s probably not the most efficient move, but it’s a hedging move to Read more…
Don’t worry much about the ad community, said Allen Adamson, co-founder of branding firm Metaforce, because the “biggest Super Bowl advertisers are very sophisticated with their deals.” When ratings are down, they have contract provisions to run their ads during other high-traffic time slots, such as prime time, on favorable Read more…
Finding employees and leaders with great communication skills is a perennial challenge for companies now. And our current workplaces don’t do much to cultivate these skills, says Allen Adamson, cofounder of marketing firm Metaforce and coauthor of Shift Ahead: How the Best Companies Stay Relevant in a Fast-Changing World. Open Read more…