The fascination factor
Brilliant brands can help us fall back in love with work. André Martin and Mark Fitzloff explain Behind…
The death of differentiation
Brands obsessed with standing out as unique risk losing their focus on customer needs. De-positioning offers a better…
Prove, delight and move
Marketers can draw timeless lessons from classical Greek and Roman culture As a microcosm of the broader world,…
The golden age of storytelling
Here’s how brands can win through content creation. In today’s marketing landscape, content creation isn’t a nice-to-have – it’s…
Global or local?
Redefining an apparent problem as a dilemma can help unlock new ways to grow a brand. If you’ve…
The power of a theory
Marketing needs a theory of human behavior – and behavioral economics is that theory. As a marketing, brand…
Back to consumer basics
Senior executives often end up distanced from their target market customers. Consumer insights can help bridge the empathy…
Transforming marketing
Recession fears have faded but with modest growth forecast for the US economy in the year ahead, can…
The drive for value
A host of economic concerns are shaking marketers’ confidence, according to the latest research. How are they navigating…
The future is phygital
Retail brands need to offer customers an integrated experience across physical and digital channels. Social media shopping, AI…
Working with influence
Increase your impact with these nine science-based principles of persuasion. What do you think influence means? In most…
Customization for all
Markets are a fiction that can obscure consumers’ real needs. Businesses need to engage with their customers’ inherent…
