Enough with the archetypes already!
Sergio Brodsky argues that the use of archetypes to characterise consumers has created lazy and imprecise, not enligh....
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Sérgio Brodsky
Sérgio Brodsky is an internationally experienced brand marketing professional and scholar of The Marketing Academy. Having worked for the world's leading strategic communications agencies, Sérgio is a proven thought-leader, regularly being published and featured on high-profile conferences and festivals worldwide. He is passionate about cities and culture and the role of brands and technology in society. Sérgio is multilingual, holds a BA in IP law and an MBA in
global brand strategy and innovation. Follow him on Twitter: brandKzar.
Feature: A brand-led reinvention of higher education
Nationally and globally, educational institutions are revisiting their methods to remain rele....
Content: it’s a media job, stupid!
Sergio Brodsky argues the case that media agencies are the only safe home for a brand's content strategy.
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A brand is not an experience
The brand is not the experience, writes Sergio Brodsky, arguing that it's important to instead recognise the role br....
Gamification: a business and societal model for the 21st century
It is common to hear that the only constant in the world is change. But organisations and individuals are very often overwhel....
Dawning of the brands, or: why The New Yorker is wrong
Twilight of the brands
Football and branding are not just about scoring – they’re about winning
Interbrand's Sergio Brodsky writes on Adidas' controversial Brazil T-shirts and how brands can find th....
Branding comrades, stop the logo blabbering – let’s start the brand building
Rather than talk about brand identity design, Russia must recognise that the real role of brand is to serve as an o....