What is a brand ?
This might seem a simple question to answer but rival definitions of the meaning of a brand created a storm at MediaCom’s offices recently. Jonathan Salem Baskin, author of the dimbulb blog and of the book “Branding only works on cattle” caused controversy at a recent conference by challenging what he considers are the sacred cows of brand orthodoxy.
New partnerships are triumphing over adversarial approach
Tuesday, September 29th, 2009Is there a new division amongst media owners between whether they’re locked into the traditional trading and adversarial relationships with agencies and clients or whether they’re open to more of a partnership based approach? There’s lots of signs of it. This division is usually linked into how integrated their commercial and business approach is with their editorial.
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