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The C-Suite: Interview with Cheryl Guerin, Executive Vice President North...
Cheryl Guerin is Executive Vice President, North America Marketing & Communications where she is responsible for driving brand preference and consumer affection for Mastercard brands across the...
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How to Evaluate Whether an Omnichannel Strategy is Right for Your E-commerce...
E-commerce was the disruptor of traditional retail, shaking up a centuries-old industry, taking the concept of a retail store from brick and mortar to online. Now, e-commerce is facing its own...
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Brand Culture Inside & Out – The Roundtable #38
In a time when political power and trust dwindles, brands big and small have the opportunity to make the real difference: to discover the rewards that come from giving their employees hope, creative...
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What Ryanair Can Teach Us About Brand Love
Most customer satisfaction poles rank Ryanair as one of Europe’s worst airlines. It’s had years of bad press about its attitude towards staff and customers. And, of the almost 5,000 Trust Pilot...
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How to Leverage Visual Branding to Drive Authenticity in Marketing
The visual elements of your brand communicate who you are and what you stand for, giving potential customers something to connect with. For example, are you modern, sleek, and innovative or conscious,...
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Don’t Panic! Interview: Founder & CEO of Bluestone Lane, Nicholas James Stone
“We strongly believe that people want a sense of belonging and community, and that we are social animals.” – Nicholas Stone, Bluestone Lane When Aussie-born Nicholas “Nick” Stone (a former athlete and...
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Who Should Own a Cultural Change Project?
Change is happening all the time, with some business analysts claiming that the volume, velocity, and variety of change has reached levels never seen before in the economic climate. But that doesn’t...
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Heritage Branding: Digitizing the Family Heirlooms
No less than five of the world’s best-known fashion houses have replaced their world-famous logotype with something more generic. In recent years, we’ve seen Balenciaga, Burberry, Berlutti, Yves Saint...
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Brands and Emotional Dishonesty
Here’s some bad news: Around a billion people worldwide are thought to be affected by mental and substance abuse disorders — just over one in eight people on the planet. If you’re reading this in the...
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Online Marketplaces: Is the Hassle Worth the Hype?
A marketplace is not a wholesaler or a retailer; it’s neither a shop nor a warehouse, rather it’s a well-placed, revenue-sharing model that connects people who want to buy goods and services with...
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Sonic Branding — What Do These Two Words Really Mean?
Sonic branding — the two words etched onto the agendas of seemingly every marketer on the face of planet Earth, right now. But what do these two words really mean and most important, what do they mean...
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How to Win Sonic Market Share from Industry Heavyweights
Brands have to explore the value landscape of audio at length The famous “I’m Lovin’ It” of McDonald’s is one of the most recognizable audio logos in the world. Similarly, it takes only nanoseconds...
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On Trend: Fashion that Resonates with Young People
What is the latest fashion trend that isn’t going anywhere anytime soon? No, it isn’t the power shoulder, a cape, or a statement hat…it’s giving consumers the ability to wear their values. Young...
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H&M’s Greenwashing: Short-Sighted and Unethical
There’s something every month about sustainable clothing — everything from how to thrift, new brands that are environmentally conscious, and companies who are just pretending to be sustainable. “The...
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Branding in 2019: Strategy Is Evergreen
Across the globe, 2019 witnessed many interesting feats in the branding world, like the controversial rebrands of Zara and Slack, an all-out marketing retaliation from an “under siege” Huawei, and...
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Live the Experience and Feel the Brand
Henry Matisse once said “creativity takes courage” and we’ve certainly seen a lot of creative bravery from brands that now have an incredible marketing canvas on which to paint. It’s a great time to...
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Build Adaptive Marketing Strategies with the Psychographic Branding Method
Traditionally, and quite understandably, companies tend to build their product development and marketing strategies based on the market outlook at the time. Then, they go to the drawing board and...
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Building A Successful Brand: What Does It Mean in 2020?
Coca-Cola had no problems managing how people internalized their brands in the 1950s, when all they needed to think about were logos, billboards, and typed customer service letters. In our digital,...
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Fjord Trends 2020: Realigning the Fundamentals
The newly published Fjord Trends 2020, from Accenture, explores seven trends that they believe will be most important for organizations, brands, employees, customers, and stakeholders over the coming...
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Supercharge Your Social Media with Sentiment Analysis
The problem with the written word is that it can often be difficult to gauge the tone — and this is particularly true when it comes to short messages, like texts and social media posts. Often, we fail...
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