Storytelling and Sports: Under Armour vs Nike (Part II)

Storytelling and Sports: Under Armour vs Nike (Part II)

In the previous blog post, we discussed how Facebook topic data can help sportswear brand Under Armour improve its storytelling by collecting authentic consumer stories through social data and using them to add ever-deepening layers of meaning to its brand essence. As...
Storytelling and Sports: The Perfect Pairing (Part I)

Storytelling and Sports: The Perfect Pairing (Part I)

“Storytelling” is certainly one of the buzzwords that all marketers try to make an invariable part of their jargon, and in terms of  storytelling as a branding tool, it is now common to argue that any brand story is a good brand story, if only for the sake...
How to Measure Marketing ROI with a Single KPI

How to Measure Marketing ROI with a Single KPI

One of the existential questions that have always bothered marketers is finding the magic bullet KPI that could measure the whole value of ROI in marketing communications. In pre-digital times one such metric that all brands, and especially those in the FMCG sector,...

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