Laurence Borel

Author Archive

‘Resurgence – the 4 stages of market-focussed reinvention’ book review

The lovely folks at palgrave macmillan have supplied me with a 20% off promo code. Head to to palgrave macmillan website to redeem by entering  WORLDPALGRAVE20 at check out. Here’s the link to buy Resurgence: the 4 stages of market-focussed reinvention.   Gregory S. Carpenter, Gary F. Gebhardt, John F. Sherry, ‘Resurgence – the 4 stages of […]

Steve McKee’s ‘Power Branding’ book review (and a discount code)

The lovely folks at Palgrave Macmillan have recently sent me a few branding books to review for my site. The timing is perfect as I will be starting my final module at Birkbeck, Brand Management in the next few weeks. Here’s my first book review. Power Branding – Steve McKee Overview:  Steve McKee president of one […]

Vine as an extension of brands’ TV advertising

I  have to say that I have always struggled with Vine. The platform doesn’t quite rock my boat, I have to admit. But it seems that some cool brands, have embraced the platform going as far as creating ads made from 6 seconds videos. But I have recently noticed that Brands are increasingly using Vine […]

Interview with Tim Halloran, author of Romancing the Brand

Creating a consumer-brand emotional attachment is by no means an easy task.  In his new book, Romancing the Brand, Tim Halloran, discusses how brands can create strong and intimate relationships with consumers. Through his research,  Halloran has uncovered “8 Stages of Brand Love”                                 […]

Favourite ads and Tweets from the SuperBowl XLVIII

OK, OK, I am late to the game, pun intended! My research writing and freelance commitments have left zero time for me to blog. But as last year’s Super Bowl inspired my hashtag research, I simply cannot miss the opportunity to blog about what caught my eye this year. It all started with Scarlett Johansson asking […]

ArtRage at CES 2014

  Do like art? Are you going to CES this year? ArtRage, the award-winning creator of realistic art painting software for Mac, Windows, iPad, and iPhone , will be at CES 2014 at the Sony Booth LVCC #14200. Prominent artists David Kassan and Donovan Fitzgerald will perform live paintings on Sony touch screens with active pen in the Sony […]

6 typologies of hashtags seen in 2013

The integration of hashtags in advertising is a recent phenomenon. A study during the February 2013 Super Bowl XLVII carried out by buzz monitoring firm Sysomos, showed that half of the 47 commercials broadcast during the event contained a hashtag or had a reference to social media of some sort, a considerable increase from the […]

Top Hashtag campaigns spotted this week: John Lewis, Kenco Millicano, Look for Longer

Christmas is upon us and the battle for the best Christmas ad is on! In case you missed it, the Wall Blog shared this excellent round up of the most talked about ads earlier this week. It’s been a quiet couple of weeks in the world of hashtags but I’d like to share three campaigns interesting […]

Guest post: 7 hashtag fails

Social media can be an incredibly powerful marketing tool. Many companies have used sites such as Twitter successfully to increase brand awareness and drive sales. However, attempts to harness the power of social media don’t always end well – there have been some notable PR disasters in recent years, often due to ill-advised hashtags. Here […]

Top 5 hashtag campaigns spotted this week: This is Durham, Virgin and more!

Hashtags are pretty much everywhere nowadays; and whilst they have been around for a while, their strategic use in ATL campaigns is a new phenomenon. Here are my top 5 favourite hashtag campaigns of the week. 1) This is Durham #VirtualLumiere Culture meets digital art; the lovely folks at This is Durham Tweeted me earlier this […]

Courses for full-time pros

I have said it before, going back to university is one of the best things I’ve ever done. It’s a huge sacrifice but it’s worth it. I often have colleagues who say they’d like to study again. And whilst a Masters may not be for everyone, there are lots of other things you can do, […]


For my first post officially introducing my academic research project, I just thought I would go back to where hashtags started… On a fine August day in 2007, Chris Messina, a social technology expert, came up with the very first hashtag on Twitter as a way to organise group conversations on Twitter (original tweet below). Six […]

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