“It’s not just about having a clever script for a commercial anymore,” said brand consultant Allen Adamson, co-founder of marketing strategy and activation firm Metaforce. “Now, programs are more integrated with sales and social media Read more…
Recognizing that the market for your product has changed can be scary; it will mean that you have to leave your comfort zone and make some challenging adjustments. But it is also an opportunity to Read more…
“From helping shoppers find products, to sharing more information in real time, to helping them make buying choices to helping them recycle after use, intelligent packaging is opening up a completely new front in the Read more…
“Advertising for the household cleaning category has traditionally been incredibly formulaic and boring,” said brand consultant Allen Adamson, co-founder of marketing strategy and activation firm Metaforce. “This is a ripe category for [advertising] disruption. This is a way to Read more…
It’s hard to make the case ‘the Netherlands’ will be more effective than ‘Holland,’” says Allen Adamson, co-founder of Metaforce, a branding and marketing consultancy. “From a marketing perspective, shorter is always better so they’re Read more…
“Uber’s challenge is more manageable from a brand point of view because they had a product that was working,” says Allen Adamson, co-founder of marketing strategy and activation firm Metaforce. “What was not working was what they stood for.” Read more…
“The holiday card gives you a chance to put out the one version that you feel good about. It gives you editorial control,” says Allen Adamson, co-founder of Metaforce, a branding and marketing consultancy. “And Read more…
“People tend to share things they experience that are out of the ordinary, and so it’s no surprise that if you’re staying in an Oscar Mayer mobile hot dog, you’re going to post that to Read more…
“It’s hard to keep everyone happy, but flip-flopping doesn’t help,” said Allen Adamson, co-founder of the marketing consultancy Metaforce. “These are difficult issues to navigate but when you’re going to make a call one way Read more…
“Publishing is a “no-brainer” and “low-hanging fruit” for Amazon, said Allen Adamson, co-founder of branding consultancy Metaforce and an adjunct professor at New York University’s Stern School of Business. “Every company has to be in Read more…