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Don’t Panic! Interview: General Manager at Microsoft Brand Studio, Jeff Hansen
“The enduring challenge in this category is and remains customer centricity.” – Jeff Hansen, Microsoft Brand Studio The tech category is a tough one. In classic Games of Thrones style, Google, Apple,...
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The C-Suite: Interview with Leesa Wytock, Group Director of Experience at...
Leesa Wytock is what you might call an experienced leader of experience. Across various roles and industries, she’s managed to build a view on branding in a way that tugs at the roots (and...
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Youth Marketing: The Roundtable #36
Younger generations have always been on the radar for brands, but recently it’s become clearer and clearer that they also represent a key to brand growth. They are tech-savvy and always eager to...
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Why Leading Branding Firms Are Now Leading Conversations
Advertising and marketing agencies are (in)famous for talking about themselves. “Look at us – we won an award!” Unfortunately, clients are less and less inclined to listen. While many agencies persist...
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Don’t Panic! Interview: Founders of Backdrop, Natalie & Caleb Ebel
“The category seemed seriously broken – and was in desperate need of a ‘consumer-first’ approach.” – Natalie & Caleb Ebel, Backdrop Direct-to-consumer brands are reshaping the way we shop and...
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The Legendary Allen Adamson Speaks to Agency Evolution
When looking to interview a strong voice in branding, it’s nearly impossible for the name Allen Adamson not to come up. The man has held roles on the client side, sure, but it’s Allen’s view from the...
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Moving from Brand Positioning to Brands Taking a Position
Brand activism is an increasingly popular corporate practice in which companies voluntarily take a stance on what they think is “good” for society and then make corresponding public statements and,...
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Creativity for Brands and Lions – The Roundtable #37
Creativity is inevitable. Our industry’s name, our job titles, our awards – they all revolve around the same word. But what is creativity, anyway? Where does it come from and how does it find its way...
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Gillette Tries It Again, But Will It Get Its Purpose Bang for Its Marketing...
In its new First Shave campaign (see below), Gillette again wades into the highly polarized debate about gender roles in society by trying to redefine ‘what it is to be a man.’ In a beautifully...
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Exploding Experience Expectations – a ‘Triple Ex…Threat’?
“A great experience comes easily!” …said no one ever. Especially not these days. Creating and managing customer experiences (CXs) that delight and make people spend more time (and money) with a brand...
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Beware, the Growing Crisis in Creative Advertising Effectiveness
“We have arrived in an era where award-winning creativity typically brings little or no effective marketing advantage.” – the stark revelation from the IPA’s new report The Crisis in Creative...
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The Top Three Reasons Brands Fail to Stay Relevant – and in Business
It’s become an almost daily occurrence. Yet another headline highlighting the challenge of what was once a phenomenally successful brand or organization struggling to stay ahead of accelerating...
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Branding Through Online Experience
Modern marketers know that they have to focus on building a connection with their target audience – this not only helps with providing excellent customer experience but it also differentiates their...
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The Hidden Cost of Cashing In Brand Equity
There’s an impending brand value crisis lurking behind the facade of ever-improving marketing campaign performance metrics. At face value, marketing communications have been transformed into a highly...
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The C-Suite: Interview with Emilia Chagas, Co-Founder of Growth Boulevard &...
Emilia Chagas is the Co-Founder of Growth Boulevard and CEO of Contentools.com, a content marketing platform that helps +1,200 marketing teams to plan, create, distribute, and analyze online content....
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For Conscious Generations, Will Luxury Brands Become Irrelevant?
With a market of over £200B globally, the luxury fashion brand sector is significant; you only have to look at conglomerates such as Richemont, LVMH Group, and Kerring which within their stables...
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Why Culture Doesn’t Eat Strategy for Breakfast
The idea that culture eats strategy for breakfast is hotly debated. But only in the sense that some people believe that culture eats strategy for lunch rather than breakfast. The “culture eats...
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Brainy Design: How the Unconscious Mind Responds to Product Packaging
The mind works in complex ways when we encounter a new product. How would you describe great packaging design? Eye-catching. Impressive. Dramatic. But what about ‘has a positive impact on the...
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Interview: Mapping the Road to Loyalty with Michal Szaniecki
Given the recent developments in the automotive industry, with automakers experiencing declining sales and unsteady customer base, we have reached out to Michal Szaniecki to hear his opinion on...
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The Right Way to Create Once, Publish Everywhere
Create Once, Publish Everywhere (COPE) is an established strategy for content creation and distribution. It’s often interpreted literally, meaning the same content is published on all marketing...
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