In a consumer-savvy world, why shouldn’t brands be expected to behave with ever higher standards?
James Thompson examines issues raised by Budweiser's temporary rebranding as 'America'.
I used to ask my agencies for big ideas, but in some ways big ideas are the enemy of much-needed agility, writes Diageo's James Thompson.
Marketing and communications isn't the only industry changing at a neck-breaking pace. You can't fight the disruption that's underway, and James Thompson argues that you shouldn't.
Marketers have enjoyed a certain liberation from the truth since the profession’s earliest days, but the time has come to stop muting outrage and call out purveyors of outright falsehoods for the liars that they are.
Scientific findings about how humans makes decisions challenge marketers to throw away the century-old map they've been using.
I’m being unfaithful and, what’s more, I’m loving it.
From naming the wrong Oscar winner to failing to question nonsensical orders from on high, mistakes happen all the time, but simply punishing those responsible can create a harmful climate of fear.
The flood of information served up by social streams has spawned an attention-seeking ‘anything goes’ approach to brand marketing—but only consistent communications can deliver long-term impact.
James Thompson discusses one of the few marketing tools that can override rational thought.
Work that wins acts as an example to the rest of the industry, writes Diageo's James Thompson.