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When it comes to the complex world of marketing, the business of branding an entire nation comes with its own particular challenges.
And with around 200 recognised nation-states around the globe, the competition to attract an arguably unfair share of resources, trade, foreign direct investment (FDI), overseas talent and tourism is intense.
In all their varied glory, podcasts have enjoyed an unprecedented boost in popularity and engagement in recent years. In the UAE alone, there are an estimated 1.3 million regular podcast listeners, with KSA topping over 5 million regular listeners.
Landing a product endorsement or brand ambassador gig can mean big money for A-list celebrities. Argentine soccer star Lionel Messi, who has spent most of his career at Barcelona, reportedly secured a lifetime deal with Adidas for over USD $1 billion, plus around USD $20 million per annum from a percentage of merchandise sales.
Customer experience has always been a priority for businesses. But in today’s hyper-connected world, consumers are looking for more than a good product or service.
In today’s digital age, the way users seek and consume information is undergoing a significant transformation. There’s a growing debate about whether social networks are taking over traditional search engines like Google when it comes to finding information.
In modern marketing, audio advertising is enjoying a boom. It has become a potent tool for engaging audiences, whether through podcasts, audio ads in apps, or good old-fashioned radio.
What is it with Coca-Cola? Is it the branding, the advertising, the colour red? What about the whole Santa Claus story – is the company really responsible for how the character looks?
Part 1: Is Nike still Nike without Michael Jordan? There’s a moment in the new movie AIR which tracks the fortunes of Nike as it goes from just another company making running shoes to becoming one of the world’s most recognisable brands. What the company goes through is a complete re-thinking of what athlete sponsorship […]
If it feels like everyone is talking about artificial intelligence these days, that’s because they are. In just a couple of years, AI has emerged from the realms of rarefied tech to become a free-for-all tool that everyone can access. Some of the biggest names in news and publishing are using AI editorial tools to […]
In the face of record-breaking temperatures, global water shortages and rising sea levels, there’s no downplaying the climate crisis. The pressure is on for everyone to do their bit – governments, big businesses, brands and consumers. But the term ‘sustainability’ has been bandied about liberally in the past few years too, often with misleading consequences. […]
