Fastvertising: Seizing Cultural Moments for Brand Relevance
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Resources & Recommendations
Books
- "CEO for All Seasons" from McKinsey & Company - A guide to navigating leadership phases for CEOs, offering strategies from top CEOs.
Articles & Papers
- "Marketing at the Speed of Culture" by Ayelet Israeli - This article explains best practices for "fastvertising" and how companies can effectively engage in real-time marketing.
People Mentioned
- Ayelet Israeli (Associate Professor at Harvard Business School) - Co-author of the article "Marketing at the Speed of Culture" and expert on fastvertising.
- Ryan Reynolds (Actor, Co-founder of Maximum Effort) - His marketing firm, Maximum Effort, is known for its successful fastvertising campaigns.
- Chris Noth (Actor) - Played Mr. Big in "Sex and the City" and was featured in a fastvertising ad for Peloton created by Maximum Effort.
- Jess King (Peloton Instructor) - Appeared in the Peloton fastvertising ad alongside Chris Noth.
- Gwyneth Paltrow (Actress) - Featured in an ad for Astronomer, a B2B company, to leverage a cultural moment involving her ex-husband.
- Sydney Sweeney (Actress) - Referenced in the context of a controversial American Eagle ad about "great jeans."
Organizations & Institutions
- Maximum Effort - Ryan Reynolds' marketing firm, recognized for its agile and culturally relevant advertising campaigns.
- Harvard Business School - The institution where Ayelet Israeli is an Associate Professor.
- McKinsey & Company - A global consulting firm that published the book "CEO for All Seasons."
- Peloton - A fitness company that successfully used fastvertising to counter negative publicity.
- Aviation Gin - A brand co-owned by Ryan Reynolds, which also engaged in fastvertising.
- Astronomer - A B2B company that used fastvertising to clarify its brand message during a cultural moment.
- Gap - An apparel company that quickly produced an ad emphasizing multiculturalism in response to a cultural conversation.
Other Resources
- Social Listening - A concept discussed as a way for marketers to analyze social media to understand public sentiment and brand mentions.