Branding consultant and Metaforce co-founder Allen Adamson compared the change to KFC. “The name limited them to a category,” Adamson said, “and this move allows them to grow the business.” Read more… https://www.adweek.com/brand-marketing/behind-the-rebrand-how-dunkin-retool-its-marketing-to-become-a-beverage-first-company/
While not transformational, Woods’ win should provide a boost to Nike’s golf apparel business, marketing consultancy firm Metaforce co-founder Allen Adamson said. “His win is good for golf and it’s good for Nike,” he said. Read more…
“Nike has always been about iconic athletes,” Allen Adamson, brand expert and co-founder of marketing solutions business Metaforce, said. “Consumers want to know not only what you make but what you stand for. It’s not Read more…
“In particular, the deal could quell Hollywood chatter that Netflix’s “Roma” should not have qualified for an Oscar because of its limited theatrical run,” said Allen Adamson, co-founder of the consulting firm Metaforce and adjunct Read more…
For his part, Allen Adamson, co-founder of marketing services firm Metaforce, said Sears’ last hope is to really reinvent itself.“What do you do with a name people know, but don’t care about? You have to Read more…
Co-founder of marketing consultancy Metaforce Allen Adamson said ABG’s strategy of adding niche or specialized companies like Volcom to its roster is a smart move. “The more focused the brand and the more specialized, the Read more…
Having spent many years at WPP, a large agency holding company, having had Accenture as a client, and having worked with Droga5, one of Madison Avenue’s hottest creative firms, I predict with a high degree Read more…
Allen Adamson, co-founder of marketing consultancy firm Metaforce, said that Lululemon’s expansion into menswear and fitness will add to headaches for Nike and Adidas, already in a brutal war over market share in their core Read more…
On Monday, at its headquarters in Cupertino, California, Apple’s Chief Executive, Tim Cook, unveiled its plans for just such a strategic shift. In a presentation more evocative of Hollywood than Silicon Valley, Cook signaled that Read more…
Allen Adamson, former North American chairman of Landor and a marketing professor at NYU, said this global expansion gives Apple “the potential power to pull them ahead” of a crowded US marketplace as the company Read more…