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Brand New Havana: On the Set of Cuba’s First Branded Film
Landing at Havana’s José Martí airport it dawns on me that I may be the only person in Cuba who’s come to do a story about branding. Ever. And as I follow the flock of package vacationers through the...
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Brazil Goes Social: The Rise of the Brazilian Digital Middle Class
More than half of the population in Brazil now belongs to “class C”, which became the largest slice of Brazil’s classic “social pyramid” for the first time this past year. Known as the digital middle...
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Reading it for the Tweets: Q&A with Playboy Social Media Director Matt Gibbs
How do you maintain Playboy’s unique voice, outlook and culture across so many disparate media, from print and video, to Facebook and Twitter? It’s a challenge to ensure that all of our mouthpieces...
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Branding Halal: The Rise of the Young Muslim Consumer
The Arab Spring has dominated news headlines since December of last year. The revolutions are changing the face of Middle Eastern and Muslim politics. But what, if anything, can marketers learn from...
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Social Brew: Craft Beer Goes Digital
In 1989 an American electrical engineer named Jeff Lebesch rode his mountain bike (with “fat tires”) through European villages famous for their brew. The variety of beer ingredients, from lime leaves...
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In Defence of Greenwashing: How Brands are Driving the Environmental Movement
Rachel Carson, Greenpeace and… Toyota? Toyota’s Prius, to be exact. It may seem spurious to place a car company among the legion of activists and non-profits that have driven the decades-old...
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Shanzhai: China’s Brand Copycats
Corner of Huaihai and Liulin, Shanghai. Image by beltzner, via Flickr “All war is based on deception.” — Sun Tzu After spending several days in the small towns of Liaoning, a province in China’s...
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Radio Everywhere: How Audio Survived the Digital Revolution
Radio isn’t just radio anymore. These days, audiences can listen to radio stations over the internet, on streaming devices like Squeezebox, through iTunes or on their mobile phones. We don’t...
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Instant Classic: The Rise of Nostalgia Branding
Remember when movies were silent, mobile phones were giant and photos took two weeks to process? No? Well, that doesn’t mean you can’t long for their return. Retailers aren’t just tapping into the past...
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Birds of a Feather: When Creativity and Commerce Collide
I’ve been to a lot of media and tech events over the past few years, and at each one I hear all about how people want to create cool stuff, improve people’s lives and change the world. I don’t doubt...
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The Sponsor Games: Why Any Brand Can Win the London Olympics
The year 1996 was a great one for Nike. The brand spent millions on its Summer Olympics campaign, plastering Atlanta with ads and erecting a majestic Nike building to overlook Olympic Park. Olympic...
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Turning the Page on Magazine Apps: The Future of Digital Content is on the Web
It’s been almost two years now since Wired launched its iPad Magazine App. What happened after the initial hype about the app being “the future of magazines” was that people stopped downloading it,...
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The New Normal: Why LGBT Advertising Is Going Mainstream
In 1997, comedian Ellen DeGeneres came out as a lesbian to more than 42 million people. A smiling DeGeneres appeared on the cover of TIME magazine with the perfunctory headline, “Yep, I’m Gay.” The...
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Chinese Luxury: The Rise of China’s New Elite
Sanya is the quintessential Chinese boomtown. On the overcrowded streets of this southern island beach resort, tourists jostle with duty-free shoppers, investors and property speculators, while cranes...
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The Long Tail of Things: Q&A with Chris Anderson
Your book is about manufacturing but you talk a lot about the importance of content and community for successful “maker” companies. Why is that? I think Kickstarter is a perfect example of this. It’s...
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Paper Tiger: With Indian Newspapers Thriving, What Role can Social Media Play?
Last November, Sam Pitroda, the technology adviser to Indian Prime Minister Manmohan Singh, held a “global Twitter press conference.” Hyped as the first of its kind, the press conference was scheduled...
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Greening the Cloud: Q&A with David Bellona
You gave a talk at SXSW called “The Paradox of the Cloud.” Can you sum up the paradox for us? We are exponentially growing our computing power and we’re filling it up with our videos, texts and tweets....
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From Iron to Silicon: How Startup Culture is Rebranding Central and Eastern...
Dish soap and laundry detergent. The mundane items adorning supermarket shelves in the former Eastern bloc in the 1990s were as far as one needed to look for symbols of change. With the disintegration...
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Startups and the City: New York’s Tech Entrepreneurs Take on Silicon Valley
NYC-based entrepreneur Niamh Hughes. Editor’s note: Sparksheet is proud to be the official content partner for the International Startup Festival, which will be taking place from July 10 to 13 in...
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