The Art of Brand Immersion: The Heineken Experience Turns Tourists into Brand Ambassadors

Mastering the Art of Brand Immersion: The #HeinekenExperience Turns Tourists into Brand Ambassadors

A labyrinth of charming canals, technicolor tulips dancing in the early spring breeze, Van Gogh’s interpretation of Gauguin’s chair and the brooding Dutch masters with their infinite shades of black are all worthy of celebration and contemplation in Amsterdam. But the brand storyteller and beer lover in me could not resist a visit to the…

The Increasing Demand for Transparency, Clean Labels, and What Brands Need to Consider

The Increasing Demand for Transparency, Clean Labels, and What Brands Need to Consider

The shift toward clean labels, a movement named trend of the year in 2015, is hardly a trend anymore as it has become the rule. Transparency in product ingredients and brands’ abilities to provide accurate and comprehensive product information has become increasingly important to consumers, a shift we’ve seen concurrent with the vast amount of information that has…