We Uber, we Facebook, we Google, we Airbnb. So, TRA’s Colleen Ryan looks at whether the real test for branding success lies in a business becoming a verb.
Marketing, advertising & media intelligence
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Flick Electric's Jessica-Venning Bryan thinks launching a brand is a lot like starting a romantic relationship, and she offers some advice on how to make that love blossom.
As we near the first anniversary of the passing of advertising legend Dave Walden, Hunch founder Michael Goldthorpe looks at the importance of mentors in the industry.
TVNZ-NZ Marketing Awards 2016: Lana Blair exceeds expectations for Lion, nabs Rookie Marketer of the Year
Every day we are faced with a scary amount of decisions, from ones as mundane as what clothes to put on in the morning, to bigger, more life-changing decisions. TRA consultant Emily Franklin-Smith looks at the paradox of choice and whether giving consumers less options could make life a bit easier for them.
In August this year, Red Bull successfully appealed its case against drinks company Drink Red, after it was found that the latter had misled the judge. The case arose last year, when it was alleged that Drink Red had tapped into Red Bull's equity when it named and marketed its product. AJ Park litigation expert Laura Carter looks at some of the missteps made by the marketing agency involved in the case.
Marketing, sales and IT are increasingly occupying the same space. So Dynamo6 founder and managing director Igor Matich asks whether one of these is set to roll off the edge.
TRA's Colleen Ryan on what Shakespeare can teach brands about breaching the fourth wall through social, where a new set of rules apply.
Copywriter Peter Kerr vents about some of the less-than-inspired slogans that business owners have coupled with their brands.
To mark the Spice Girls' 20th Anniversary, TRA strategist Antonia Mann has renamed the group's members according to today's cultural trends. Audacious Spice, Spice the Creator and Snap Spice make the list.
TRA's Luke Procter unpacks Adidas's successful brand culture from his own experience as a 'sneakerhead'.
Social influence doesn’t just happen by accident, argues Dean Taylor. It’s often the result of a strategic plan well executed.
FABIK (Fucking Awesome Bulimics I Know) founder Angela Barnett draws attention to the fact only two percent of ads show women as intelligent and believes the Kevin Roberts saga can be used as a catalyst for change.
Neville Doyle reckons we are living in a veritable wild west era of data, and that this may be playing a part in the high levels of adblocker use among younger generations.
If a change in law automatically changed society, then Saatchi & Saatchi's Kevin Roberts would be on-point in inferring that gender equality is a non-issue. But because this isn't how the world works, he's dead wrong.
Intellectual property lawyer Ben Cain discusses the difficulty in creating an original brand and offers a few pointers on how to avoid any double ups.