All eyes on outcomes
Selling on the basis of product features may have worked in the analogue economy, but in the digital…
A new relationship
Transforming your business’s customer relationships starts with understanding their experiences. In theory, digital technologies make it possible for…
Eastern promise
The world’s fastest-growing economy is rich with opportunities – but how can foreign brands compete? China is unique…
Marketing’s good crisis
The pandemic highlighted the key role marketing departments play for their businesses. And that’s reflected in the numbers….
Consumer behavior has been changed permanently by the pandemic. How can marketers adapt?
It’s time to experiment. Our economies may be reopening, but we can be confident that consumer behaviour won’t…
Five trends that will reshape medical marketing
Like any field, medicine needs great marketing. Giles Lury asks, how will it change after Covid-19? As with…
Marketing for the next normal
Covid-19 has underlined that many marketers’ favorite tools are obsolete. It’s time for marketing with real meaning. What…
Stories are addictive – use them carefully
Ben Shenoy explains the use, and misuse, of the story drug. Both the immediate threat of the coronavirus…
Brand distinction inspires change
John Davis explains how you can stand out Turning midlife from a time of crisis to contribution. Creating…
The sales team you didn’t know you have
Developers are better at selling than they know, says Vivek Wadhwa. It wasn’t planned. As a young tech…
How to sell something new and disruptive
Social proof helps overcome innovation resistance, says Ben Shenoy. Remember the Apple Newton, Sinclair C5, or Cheetos Lip…
Local reputation is key to a strong global brand
John Davis describes how effective brands create trust by catering to local markets…
