Not all industries are equal. Or as in the words of François-Henri Pinault, CEO of Kering, “In luxury, the rules are very different to any other industry”. Signs indicate that all other industries have more to learn from the luxury industry than the other way around. Luxury brands are accepted as the epitome of branding. …

Once, sales periods were limited to the time after Christmas when retailers had a lot of stock leftover from the festive period, needing to sell off any leftovers before the new season began. The introduction of big sales days like Black Friday and Cyber Monday are the most obvious examples of the growing pressure to …

Influencer marketing has become top of mind for every CMO, not just in consumer facing brands, but in B2B technology organizations as well. In fact, among the business technology brands recently surveyed for the report Influence 2.0, 77% rate influencer marketing as strategic or highly strategic. One critical component to B2B influencer marketing is understanding …

Knowing the difference between a brand providing a multichannel and omnichannel experience for your consumers is vital to understanding how to ignite true brand affinity. In an age of quick-scrolling multi-screen users, Out Of Home placements around every corner, revolutions in print technology and ever blossoming new adtech opportunities, there are innumerable ways for brands …

Experience is the new… Wait… that’s not right… Experience isn’t new. Let’s face it; people have always experienced brands, products, services, and organisations. What has changed is that marketers and business people have now become aware of – and more importantly, concerned with – those experiences. The focus has shifted from positioning ourselves in people’s …

What do you think when you hear “B2B”? There’s a constant flow of articles, reports and research that tells us that B2B is different. It’s hard. It’s not social or digital. That it’s not fun. “Business to business” is both very easy to define and entirely unhelpful to the brands who are working within it. …

“The processing of personal data should be designed to service mankind.” So says the formal text of the General Data Protection Regulations. From the very start, it’s clear these regulations are no ordinary piece of legislation or compliance. The regulations were conceived to enhance the world we live in. To make our lives more pleasant …

The main ingredients for high-quality, engaging content are well known: clean, coherent writing, illustrative visuals, and a keen desire to solve the user’s problem. But when there’s a long line of brands out there with a similar proposition, it’s hard to get your message out there efficiently and effectively. Here are five key factors you …

B2B organizations that excel at lead nurturing generate 50% more leads that are sales-ready, at 33% lower cost, and nurtured leads make purchases that are 47% larger than purchases made by non-nurtured leads. Nurturing matters, in other words. Why Specific Content Matters The B2B customer lifecycle is constantly changing. Today, we have more marketing channels …

In many ways, marketing has been at the forefront of digital transformation. Scott Brinker from Chief Marketing Technology has estimated the growth in marketing technology (MarTech) has exploded from 150 different solutions in 2011 to almost 5000 in 2017. Gartner predicted in 2011 that “By 2017 the CMO will spend more on IT than the CIO.” At …

What makes a brand iconic? For me, it is the story behind the brand that draws me toward it. And it isn’t just about the story of the brand’s formation that intrigues me, but more about how the founders of the company believed so much in their brand that they left no stone unturned to …

Social media marketers often say that content is king. While content is seen as the driving force behind social media efforts and KPIs of social are often linked to how well content performs, we need to take a step further in understanding the behaviour of a brand’s social media community. People are the driving force …

Every day, artificial intelligence is becoming more empathy than pure logic, more face than interface. Soon, AI will be able to listen to the tenor of a customer’s voice, analyze their emotional state, and use this information to deliver appropriate responses – and become more finely tuned through each of those interactions. For brand marketers, …

For many of us, our experience with artificial intelligence (A.I.) may be, for a lack of a better way to put it, “helpfully cool.” That can mean asking Amazon’s Alexa to play a particular song or querying Google’s Home to see if butter is a suitable replacement for vegetable shortening. But the potential for A.I. …

CEO’s have been prominent figures in business for as long as they’ve existed, but starting in the 1980’s something else began to happen too. After Hollywood gave us Gordon Gecko and Miranda Priestly, reality seemed to fight back. Inspirational CEO’s like Steve Jobs, Richard Branson, and Vicki Escarra (to name but a few) changed the …

MENU

Back