Davis Thinking } analysis and interpretation
The Guggenheim Effect
The term "Guggenheim Effect" used to denote the positive role the brand played in Bilbao's resurgence as a destination site. It became well accepted vernacular, not only in the museum community, but among the wider community of brand and marketing experts. In recent weeks, however, the term has been re-appropriated by European media and citizens to express a much more negative and even sarcastic view of the cultural institution.
Culture Clubs: Creation, Navigation, Conversation
There is certainly humor to be had watching, sprawled out in the comfort of another century, the way previous generations handled – or didn’t – destabilizing changes that we now take for granted. We are now obligated to live in a culture of conversation with its simultaneous flattening of things like expert culture and its ever-expanding choice of content providers and options.
How Google Will Shape CMO Strategy
The ultimate proactivity of the Web is the semantic future of marketing. Every interaction is about data, and with enough of it, predictive analytics are possible. Is Big Data simply an idea to you - or do you have a plan to activate around information?
Tesco: Let the Store Come to the People
QR codes have become ubiquitous and so has the term digital strategy. Both are often treated by businesses as "silver bullets" without much understanding how to leverage either. QR codes, in particular, have been reduced to gadget status with little meaning but to annoy the consumer.
Frank’s RedHot: “I put that $#@* on everything”
As a rule of thumb, marketers tend to avoid likening their products to excrement, even when its an apt comparison.
Brand Capital in an Age of Discontent
How can a business respond to both the radical changes in the market as well as the human challenges in the wind? Without a doubt, the blue ocean opportunity of the moment is trust.
Davis Names Top-25 Companies with Most Brand Capital in 2011
Davis Brand Capital today released the 2011 Davis Brand Capital 25 ranking, which evaluates brand beyond its traditional marketing function and considers it as a blend of key intangibles. It is the only annual ranking of companies demonstrating comprehensive and balanced approaches to managing the full spectrum of brand capital, which provides an indication of the strength and effectiveness of an entire business.
