Marius on Strategy and Communication

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Author Archives: Marius Donnestad

Cultural Disruption: Rethinking Brand Strategy

Brands Against Culture is a newly opened collective of communications specialists offering strategic, creative and digital services to businesses and agencies. Follow us here. Visit us here. We take a … Continue reading

July 13, 2016 · Leave a comment

Product vs Brand – The real reason behind AirBnB’s success

Technology is great. When used right. But behind those who do follows a long tail of so-called digital experts, who, blended by their shiny new toys, is spearheading the regression … Continue reading

May 5, 2016 · Leave a comment

The Category Matrix: A Holistic Approach to Innovation and Channel Strategy

A constant battle for share of marketing budget rages between product and innovation on one hand and brand and communication on the other. Both sides have compelling arguments, wheeling out a … Continue reading

July 9, 2015 · Leave a comment

The Ultimate Five-Step Guide To Finding Your Brand-Purpose

These days, brands are all about purpose. Which is great. But since purpose is also quickly becoming one of the most abused words in marketing, it’s time for a closer … Continue reading

June 17, 2015 · Leave a comment

The True Source of Creativity

I’m going to put something out there that I suspect might be a bit controversial. I could even be wrong, but what the hell, let’s give it a shot. I’ll … Continue reading

June 1, 2015 · Leave a comment

No More Problems Left to Solve

I was reminded today of how important it is to start every project with a clear idea of the problem we want to solve. Sometimes we take it for granted that … Continue reading

May 21, 2015 · Leave a comment

The Problem with Digital Brand Building

The current seismic shift in marketing budgets away from traditional media and towards digital reflects the fact that  people spend more time online and less in front of the TV. … Continue reading

May 11, 2015 · Leave a comment