“Growth hacking” is a new term for many branding professionals but a long held practice among the best marketers and product managers in Silicon Valley. With traditional media fading and the onslaught of mass customization and niching on the web, marketing as we’ve known it for the past 100 years is in a stage of transition …

The era of digital transformation is upon us and is likely to accelerate in the coming year, but many companies will struggle to leverage this revolution. It’s not because they don’t have the budget, but rather because their leaders are unsure about what specific steps need to be taken, in order to align their corporate …

ROI – return on investment – is the holy grail of marketing.  Year after year, we talk about it — in boardrooms, at events, on social media, virtually everywhere.  While it’s not hard to figure out why ROI is so important, it is definitely hard to nail it down. Through all the talk and speculation, …

We all know the 4 P’s of Marketing (Product, Place, Price, Promotion), which continue to play a significant role in driving corporate marketing and product management practices. As a brand marketer, you know that a marketing strategy lives and dies through how effectively your company navigates and harnesses the power of the 4 P’s. Connecting …

Over the past few months we have seen the gradual launch of a range of new gTLD’s (generic Top Level Domains). Some are industry or geographic specific, but others are creating more concern.

This is the final part of a complete marketing audit. As I mentioned in my previous articles, Analyzing the objectives, policies and strategies of the company’s marketing department, as well as the manner and the means employed in attaining these goals. A marketing audit is also important when analyzing: The Marketing Organization The Marketing Systems …

Few, if any of us, envision a business – a bank, a fast food chain, an oil and gas producer or even a retailer – when we hear the phrase “doing good”. Yet, brands today are doing good. Why are many people still uneasy with aligning a brand with the notion of doing good? And what can brands do about it?

Chances are, the calendar rolling over brought a surge of positive energy to your office.  You can almost hear the collective exhale of your team after the holidays, reinvigorated by new budgets and new ideas.  This year, resolve to see that expectation of wildly successful innovations stand proud past the spring thaw.  Though, statistically, most …

Everyone in business knows about big data now, and how it’s going to revolutionise the world we live in. But in the rush to avoid being left behind, many companies are frantically measuring and recording everything they possibly can, risking becoming “data rich but insight poor”. The solution? Smart Data.

For decades brands have presented themselves to the marketplace without consideration of how the organizational parts perform as a whole. This has proven to be disastrous in a digitally connected marketplace, where consumer engagement and experience trumps brand messaging any day of the week.