In September at Content Marketing World, Robert Rose and I will launch our (combined) sixth book called Killing Marketing. The core principle is that we’ve been misusing the marketing function for years. Marketing, in its truest form, was actually meant to be a profit center. While Robert and I were doing our research for the book, …

Everyone’s talking about the endless possibilities for innovation at the intersection of luxury and technology. We tend to forget that, caught up in the race for everything to be faster, better, and more seamless, simple experiences are usually the best. Sometimes, our five senses are quite enough. Not that the luxury industry hasn’t noticed. This …

Marketers have got the message: data matters. Yes, we’re getting data-savvy, but many marketers still aren’t getting the full value out of their data. By now, we’ve all started using data to measure progress, spot opportunities and reach new audiences. The problem is that many marketers are doing so independently or in a silo. But …

Too often, public relations work ends up being reactive.  PR pros race from one fire drill to the next, completing executive to-dos that trickle in via email and texts at all hours. It’s no wonder the PR executive job just turned up as one of the most stressful careers. One area that’s especially hit hard …

We are on the cusp of a seismic shift. The whole world of automotive transport is about to be turned upside down. Automotive brands will need to re-invent themselves or face a serious danger of extinction. They will have to fundamentally change their proposition, from product to service orientated brands. And they will have to …

If all you have is a hammer, everything looks like a nail. You’re probably familiar with this paraphrase of The Law of the Instrument, a common adage whose simplicity conceals the complex relationship at its core. In fact, there is an intricate dance among a problem, its solution, and the tools available to those trying …

Increased choices, channels, and competitive proliferation have changed the way companies and customers engage with each other.  As a result, many organizations are designing new approaches in order to be able to pilot themselves successfully in this modern environment. PwC’s Global CEO Survey found 72% of organizations have, or are planning to have, significant change …

Say hello to the ‘want it now’ generation – consumers with an insatiable appetite for instant retail gratification. These consumers are easily identified – flitting from device to device, browsing their favourite brands on their mobile devices or desktops, complaining about customer service on social media and running to the closest physical store to collect …

Why Would A Brand Have A Personality? It’s a basic question but one which we at agencies that help create brands rarely start by asking. So it is an interesting process to actually consider why brands look to have a personality. In an attempt at answering the question I’ll look at three areas: What do …

We have tools to measure every dollar spent on digital marketing. But when it comes to assessing the value of live events, most businesses still operate in a pre-digital age. Companies spend 25% – 30% of their entire marketing budget on meetings and events1 for a total spend of $565 billion/year globally2. Yet historically marketers …