The 2014 logo, which features a white roof and white lettering on top of a red background, has not done the company any favors, said Allen Adamson, a co-founder of marketing strategy firm Metaforce. “The new (2014) logo is terrible because it has almost no appetite appeal,” Adamson said. “It Read more…
Online D2C brands are having a moment. Venture capital has invested $4 billion in D2C brands since 2012 in a broad array of consumer categories: everything from mattresses to suitcases to sofas. D2C entrepreneurs have developed a new brand-building playbook designed to exploit the vulnerability of legacy brands sold through Read more…
Using influencer marketing can help the brand grow through word of mouth, said brand consultant and Metaforce co-founder Allen Adamson, adding that ticketing is a cluttered market and competitors like Stubhub likely have deeper pockets to win consumers’ attention.
“You don’t see many kids coming out of university saying ‘I want to go into retail,’ said Allen Adamson, an adjunct professor at New York University’s Stern School of Business.
“For producers, writers, and celebrities, this issue is mission critical, and this will potentially be a magnet,” Adamson added. “Netflix needs to win, and the way it’s going to win with viewers is to get Hollywood’s best and brightest. It’s all upside and no downside here.”
The beverage giant is playing this tie-in just right, says New York City-based branding consultant Allen Adamson. “The challenge today for any brand is to break through and to create some energy and some buzz and to try to get a little sizzle in the marketplace,” he said. “This is a Read more…
“They’re both going after the same prize, but they’re both coming from different parts of the field, so they’re not on equal footing,” Adamson said. “Marriott’s global-ness will make it harder for Airbnb to ladder up in comparison.” Adamson, who has written about Marriott in his book, “Shift Ahead: How The Read more…
“They’ve always dominated the traditional sales channels, but the world is moving to online. And if they don’t have their own way to directly connect with consumers, they’re going to be playing at disadvantage,” said brand consultant and Metaforce co-founder Allen Adamson.
“The best influencers tend to be really good storytellers. They don’t just share data, but also explain the company’s challenges and create personal connections to its mission, getting people to buy into the narrative,” says Allen Adamson, co-founder of marketing agency Metaforce and author of “Shift Ahead: How the Best Companies Stay Read more…
“I don’t think marketers will be successful with men going forward only with the traditional playbook of getting the superstar athlete,” said Allen Adamson, the co-founder of Metaforce, a branding consulting firm. He said the reason wellness hasn’t had as much traction with male consumers is that while women will Read more…