The Atlanta-based brand analytics firm Davis Brand Capital has released its sixth annual ranking of the biggest world’s companies managing the brand value the most successfully.
Author: Popsop Staff
Although cigarettes and tobacco products are not something we cover at all (we deleted on purpose all the design and marketing news on this category since 2008 from ethical considerations), the redesign project for Davidoff’s Winston Churchill Cigars is much more than just a nice identity for another tobacco product. It’s a piece of Britain’s history recited masterfully by branding agency DewGibbons + Partners and ad agency Johnny Fearless.
This month the management consulting company McKinsey has revealed the results of a study on the impact of co-creation—a phenomenon of modern marketing, when a company engages external parties—most often, customers—into its creative processes online. Interestingly, the research has showed that co-creation increases the chances of success of a new product innovation by as little as 4% on average. However, it may have some positive side-effects, such as reduction of costs on market research and increase in customer loyalty.