Brand strategy

Twitter’s Top Tactician on How Brands Like Coca-Cola Can Win the Moment

CANNES, France—Brands know they want to be on Twitter, but they don't always know what to say. That's where Twitter's Ross Hoffman and his team come in.

What 27 Years of Kung Fu Taught PJ Pereira About Good Marketing Strategy [Video]

Agencies love to spend weeks or even months creating a strategy for each marketing campaign, but does this approach still work in a real-time world where consumer reactions and unexpected events can foil the best-laid plans in an instant?

Goodby Wins Seagate Brand Assignment

Goodby, Silverstein & Partners has landed an interesting new corporate branding assignment from Seagate Technology, a leader in digital storage. Goodby will focus on the company's overall brand strategy and how that translates into internal and external communications. What makes it interesting is that the assignment does not involve advertising per se.

mOcean Has a New Consumer Brands Unit

Specs Who (l. to r.) Mike Braue, director of client services, consumer brands; Michael McIntyre, president; Christianne Brooks, group creative director; and Kevin Aratari, evp, entertainment