Many campaigns – especially institutional – are quite long, containing many events or clips. With lots of illustrative images of important moments of conviviality between the brand and its customers, sometimes at a rapid pace to “tell all”, these campaigns seek to show consumers how much the brand is close to them, as a long time friend. It is communication in all its splendour. However, … Continue reading Events or clips presented in advertising campaigns: How many, how fast and how much connected

It is true that Kotler, with its “Principles of Marketing”, did two things: affirmed the marketing as a structured discipline, able to allow her safe replication across a mass of professionals eager to have order where there was some chaos, but at the same time, its touch was so strong that the word “marketing” blinded all around, creating a paradigm that is rarely put into … Continue reading The forgotten brother of Marketing