Ask Leela : Changing from SurveyMonkey to Momentive
How do you change the name of one of the best-known brands in tech? Very carefully, says CMO Leela Srinivasan did it for SurveyMonkey/Momentive.
branding
Let’s steal from Icelandair
Back in 2016, I flew to the US on an Icelandair flight. It was one of the smartest, most charming 360-degree marketing experiences I’ve ever come across.…
05. 02. 2019
Brand over-reach: Dove’s ‘Real Beauty’ bottle shapes
The Internet has slammed the latest Dove Real Beauty idea: bottles with different ‘body shapes’. But did they really get it so wrong? Or is branding…
30. 07. 2017
Let’s steal from the Airbnb City Guides
Airbnb are SO good at smart, useful, on-brand content – and their City Guides are a perfect example. Here’s what you can steal from them…
27. 03. 2017
The makings of a high definition brand
How brands become brands when they think no one’s watching.
10. 02. 2014
The Holy Trinity of Technology Marketing
The three questions you have to be able to answer (quickly) if you’re a B2B marketer. It’s pretty simple, really.
The case for controversial case studies
Looking for insights from contentious sources – can you get best practice tips from a “bad” brand to follow?
13. 11. 2012
How far are we from blind software taste tests?
So many pieces of enterprise software, so little difference. Could we start thinking branding and emotions as part
13. 02. 2012
Do the British prefer ‘muddling through’ to evidence-based B2B marketing?
I was at a meeting the other day with the CMO of a leading cloud-based software vendor. Why, he asked, was it so difficult to get the lead machine working …
06. 04. 2011
Real women don’t sell
Ultimo, the lingerie maker, has launched a new line of evening dresses. Interesting bit of diversification there – I suppose it makes sense for company…
14. 07. 2010
What hugging cruets and joined-up marketing have in common
Answer: Econsultancy. Let me explain… Econsultancy have a brilliant new event called JUMP (which we helped launch a few months ago). It’s the most…
22. 06. 2010
Join the iClan
Just when you thought the Apple Cosa Nostra couldn’t have its fingers in more pies (or i’s) the iPad arrived to fill the void in your life that you…
11. 06. 2010
