About Marius Donnestad

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So far Marius Donnestad has created 18 blog entries.

Our philosophy. A work in progress

Cultural Disruption

INTRODUCTION

If a strategy is defined as a plan of action to achieve an objective, a brand strategy should be a plan of action for how to create value.

The Cultural Disruption is based on the following principle:

Value comes from cultural, not functional, innovation


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 of our entire industry.

Most

The nearsighted navel gazing of marketers


THE DIFFERENTIATION FALLACY

Why marketers are nearsighted when it comes to positioning and differentiation

We all know that our brand must be different from our competitors, and that our advertising must stand out to be noticed. Everybody knows it, yet why does everything look

Why the creative brief is a barrier to creativity


WHY THE CREATIVE BRIEF IS A BARRIER TO CREATIVITY

sac

I’m going to put something out there that I suspect might be a bit controversial. I could even be wrong, but

It’s long, it’s boring, but read it and become a marketing genius


THE CATEGORY MATRIX

A Holistic Approach to Innovation and Channel Strategy

matrix

A constant battle for share of marketing budget rages between product and innovation on one hand and brand

Read this and get rich!


PURPOSE REDEFINED. FIND YOURS

purpose

These days, branding is all about purpose. Which would be great if it wasn’t for the fact that brands get it all wrong. Purpose is quickly becoming one

A crash-course in why advertising sucks


AUSTRALIA’S COMMUNICATIONS PROBLEM

mumbrella screenshot

 

I wanted to start a debate around the way we do things strategically and creatively, and challenge the fundamental principles on which our industry’s output is based.

In order

Here’s a hint: it’s overrated


THE PROBLEM WITH DIGITAL

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. This is predominantly a

Taking on a global cultural icon


INGOGO

Taking on Uber

What do you do when you find yourself up against one of the most famous, popular and iconic brands of our times?

You go head to head with them.

With drivers being squeezed by

Turning conservative lobbyists into consumer activists


CUSTOMER OWNED BANKING ASSOCIATION

Turning conservative lobbyists into consumer activist

COBA – a lobby organisation that represents mutuals, credit unions and building societies – needed to gather grass-root support in order to generate leverage on the political stage.

However,

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