Category: Marketing & Communication
A True Story of Real Brand Engagement
Nike and Mandalah in Rio de Janeiro
Excerpts from a case study on how Mandalah and Nike are bringing sport to Rio de Janeiro

About 2 years ago, Mandalah was invited by Nike to help develop a vision for the brand in Rio de Janeiro in anticipation of Read More »

How to (Not) Market to Women
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Pens and football provide contrasting case studies in marketing by gender

Two recent campaigns have shown the perils—and promise—of marketing to women. BiC’s new “Pens For Her” with their “elegant design” and thinner barrel (theoretically Read More »

Finding a Market for Failures
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If at first you don't succeed, try, try somewhere else

Last week, Google Africa launched its Gmail SMS service, which allows users to receive email directly to their phone. If you have a smartphone, Read More »

Think Local, Drink Global: Beer Brands Go Native
Heineken Local vs. Global
Brewers show how even international companies can capitalize on the "buy local" trend

Consumers’ desire to bolster their local economy, as well as concern about environmental impact, have led to a resurgence in “buying local.”  Unfortunately for Read More »

Be Kind to Each Other!
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Thanks to some business-savvy social entrepreneurs, the returns on doing good and supporting others are suddenly getting better and better.

You may be one of the millions of viewers who felt disgust on watching the video of bus monitor Karen Klein being harassed by teenagers Read More »

5 Key Ideas from the ISPIM Conference
ISPIM Innovation Conference
Innovation experts debate the industry's most important issues

Last week, Mandalah Brazil’s Tom Moore attended the annual ISPIM (International Society for Professional Innovation Management) conference in Barcelona, Spain. The event brought together Read More »

Mandalah NYC CEO to Speak at World Future Trends Summit
Mandalah's Florian Peter to speak at World Future Trends Summit
Florian Peter invited to present "Conscious Innovation"

While many of our readers currently have their mind on summer vacations, we’re already planning for the fall: Mandalah NYC’s CEO, Florian Peter, has Read More »

Video Games and Co-Creation: Making Something out of Something
endless space cocreation user involvement has led to some great ideas
How video games are taking advantage of new forms of co-creation.

Video games, long a stilted, mostly one-way conversation between developers and users, have begun harnessing the power of social media to influence and improve Read More »

The Internet Paradox: Loneliness and You
adidas in the rabbit hole art communication barriers
How people are trying to bridge the loneliness gap

In one of the great ironies of life, the advent of the Internet, with all its social connectivity and instant gratification, also brought with Read More »

The Psychology Behind “Pay-What-You-Want”
PWYW-Its Up to You (Featured)
New study finds pay-want-you-want pricing model works on the basis of "feeling good about ourselves."

A new study released this week by the Proceedings of the National Academy of Sciences sought to “investigate the role of identity and self-image consideration under Read More »