More and more consumers are seeking, if not demanding, brands that mean something … that stand for something bigger...
Brands That Embrace Socio-Political Issues: Brave, Foolish or Exploitative?
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Creative
How Smart Branding and Marketing Can Make Clinical Trial Recruitment More Effective and Efficient
The statistics on clinical trial recruitment are jarring. Although the majority (75%) of people say they're willing to...
Complementarity Product Sets: The Importance of Starter Pack Memes and Social Identities
Brands can be important visual and social symbols, and consumer goods can signal membership to specific societal...
Special Considerations for Brand-Building in the Cannabis Market
Let’s start with what most pundits agree on: 1) The worldwide cannabis market opportunity is huge; 2) the market...
Branding Politics for Millennials
Politicians, political commentators and older generations often complain about the lack of young people’s interest and...
Brand-Building in the Burgeoning Cannabis Market
A Six Degrees View Creative brand-building efforts in the cannabis market will grow exponentially over the next decade...
Creative Confessions – Episode 1
Ever since Ryan Gosling’s hard-hitting expose on the Papyrus font, creative professionals...
Avoidable Fails That Hurt, Maim or Kill Brands
Responding poorly in customer-facing situations United Airlines was pummeled by a string of customer relations...
The Most Fundamental Mistake Brands Make
What Makes You Different? The following cases are based on real meetings over the past few years and illustrate what I...