Bernd Schmitt and Matthew Quint of the Center on Global Brand Leadership deconstruct the cola wars, from the Pepsi Challenge to “I’d Like to Buy the World a Coke.”
Crises (like COVID-19) allow brands to recommit to their values—and can be an opportunity to once again connect with the real human needs that gave rise to them.
BRITE ’20 speaker and former Chairman of LVMH N.A. teaches that Aesthetic Intelligence, or “The Other AI,” is key to sustaining long-term competitive advantage in any type of business.
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Video
Leading through Crisis
John Gerzema on the Post-Crisis Consumer
Crises (like COVID-19) allow brands to recommit to their values—and can be an opportunity to once again connect with the real human needs that gave rise to them.
Marketing
Perspectives on Purpose: From Shareholder Value to Societal Value
Many corporations now no longer see maximizing shareholder value as their chief aim. With this major ideological shift, brands now need to rethink their purpose—to consumers, employees, and society at large.
Marketing
An Emotional Free Sample: McDonald’s Brand Strategy
To be competitive in today’s advertising world, McDonald’s needed to update its communications model. At the BRITE ’19 Conference, Colin Mitchell of McDonald's discusses the company's strategy.
Media & Tech
Amy Webb on the Future of AI
If the fastest growing power to change our future was concentrated in the hands of only nine decision-makers, would you worry?
