By Scott Goodson, Special to Gulf News

Articles from the author

More than ever, brands must get into your heads

The true connection with consumers will only happen at that particular point

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When a commercial becomes integral to the game

The stakes will keep getting higher for brands investing in Super Bowl Sunday

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Calling in a star to help out a brand

When celebrity endorsements click, they tend to deliver mega-sized outcomes

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Businesses cannot be on the sidelines any more

They ought to connect with the social change movements swirling around them

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Augmenting the art of brand building

Augmented reality is already being put to good use by early adopters

Defining movements in a brand’s strategic shift

What they do best is address the need for change internally and on the outside

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