by Knol Aust | Apr 21, 2017 | Blog
Originally published in 2013 A colleague of mine and I were recently having “shop talk” over the weekend, discussing various marketing campaigns that we’ve developed over the past few years. The conversation eventually turned to the concept of...
by Knol Aust | Jan 22, 2012 | Blog
Ad agencies love to tell clients that they take a unique approach to marketing strategy. Some even give their marketing process a proprietary name like Brandgineering‚Ñ¢, Creativention‚Ñ¢,¬† Marketologimization‚Ñ¢ or something similar. Usually, there’s a fancy...
by Knol Aust | Dec 22, 2011 | Blog
What is a brand? It’s one of the most common questions we hear. But perhaps a better question would be this: What isn’t a brand? The concept of a brand is, after all, often misunderstood. By the generally accepted definition, a brand represents the sum of...
