Page 48 - Rand Purpose News Today

Gaming lifestyle brand Razer has formed a partnership with Thailand-based esports team Bacon Time to boost the gaming and streaming experience for its fans.

We’re in the nascent stages of a new social media era. People today are consuming more short-form videos than ever, and they are flocking to TikTok in their masses to be entertained. Enter the era of social entertainment. For brands to win, it requires a different and modern approach. Brands need to be brave, nimble and willing to experiment to find the right formula – and unleash their creative superpower.

The metaverse could revolutionize commerce and break down the barriers that have long prevented many people from accessing popular products and services. Now Emotional Intelligence Ventures wants to fuse that power with the potential health benefits of psychedelic-assisted therapy.

There’s no problem that Scottish brewery brand BrewDog won’t try to solve with the launch of a bespoke beer – an approach that has become a cornerstone of its marketing strategy. Following the launch (and criticism) of ‘United For Ukraine,’ The Drum rounds up eight of its most memorable stunts over the last decade.

As listener numbers of all ages exceed forecasts – and show little sign of slowing down – Bianca Bush (commercial insights manager, UK at Acast) -looks at why podcasts are such a huge opportunity for advertisers.

Brands including Nike, Coke and Burberry were quick to experiment with NFTs, but entering the turbulent space means being prepared for the highs and the lows. So how are they riding out the pricing slump that hit the market this week?

As part of The Drum Show’s ongoing look at the information war in and around Ukraine, this week we hear from someone with firsthand experience of creating journalism in the country.

Do you really know your customers? As part of The Drum’s Deep Dive into The New Customer Experience Economy, Sam Richardson of cloud communications platform Twilio shares three ways brands can deliver successful customer engagement facilitated through genuine customer understanding.

‘The customer is always right’ is still a mantra for many. But neither consumers nor employees should be the very core of a business’ operations, argues Patti Alderman of Zone and Cognizant. Instead, brand purpose needs to be the driving force behind everything that a company does.

In a tech-driven out-of-home (OOH) campaign, The Big Issue is spotlighting vendors who have felt the sting of the pandemic with their source of income and connection to the public deteriorating due to the quietness of the streets.