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Tag: branding

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  • Why the link of brand and performance marketing is broken

    By Martin Recke

    The schism between brand and performance marketing has deep roots in the history of the craft, and it’s a systemic issue.

  • Purpose is the new brand

    By Martin Recke

    What has been the role of the brand in 20th-century consumer markets is now the role of the purpose: the north star for both customers and companies.

  • Linear advertising models are a thing of the past

    By Martin Recke

    In 2008, Maurice Levy, then Publicis Groupe chief executive, said the business model for the advertising industry is outdated. He was right back then, but the advertising industry is still around more than a decade later, despite their business model being no less obsolete.

  • Five Ways to Make Data Drive Creativity

    Robert Gaal, Wakoopa…

  • Using Data to Make Advertising More Human

    Glyn Britton, Albion…

  • When Sponsors Enhance, not Distract

    Keith Haskel, Improv Everywhere…

  • The Creators Project. A Global Celebration of Creativity, Culture, Data and Technology

    Benjamin Ruth, Vice Magazine…

  • Organic and Fair Trade is Trending, but Ethics are not a USP

    Alyssa Jade McDonald, Blyss…

  • Using the Power of the Archetypes to Create Hero Brands

    Vincent Schmidlin, Neuroversum of Archetypes…

  • Inventing an Online Persona: How to Balance Authenticity and Your Online Brand

    Garett Graff, Washingtonian Magazine…

  • Enhance Your Brand with Targeting: Brand Audience Insights and Agile Websites

    Volker John, nugg.ad…

  • Serious Games in Advertising from Microsoft to Ben & Jerry’s Cows.

    Gabriel McIntyre, Indie Amsterdam…

  • The Click is Dead, Stop Loving it

    Wolf Allisat, comScore Karin Rothstock, Tomorrow Focus Media…

  • All we had was Data and Creativity

    By Nico Lumma

    It’s one of the worst kept secrets of the advertising industry that we are in the middle of…

  • First Programme Draft for NEXT11 is Safe & Sound

    By Anja Waltemate

    It took great minds, lots of hands and streams of data: The milestones of the NEXT Conference…

  • NEXT11 Programme Team is now complete

    By Anja Waltemate

    This feels great! In the beginning of January we announced our first programme curators and now we’re…

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