There’s no denying that 2016 was a disruptive year for the media. From allegations of fake news to presidential accusations on Twitter, it seems like the media was in the news almost as often as it reported it. Not only did the way the public consumes media evolve, so too did their confidence in it. …

While it is too early to say exactly what Brexit truly means for the British economy, retailers are already beginning to worry about the rising costs of importing and exporting and preparing for tighter margins. In these times of uncertainty, the value of consumer loyalty cannot be overstated. For one, loyal customers provide brands with …

When it comes to the favorite brands of millennials, most marketers can easily rattle off a list of Gen Y darlings – predictable names like Instagram, Sephora, Shake Shack and reddit. But according to the results of the latest Prophet Brand Relevance Index™ (BRI), we should broaden our perspective. It turns out millennial consumers are …

I believe in the importance of leveraging social data to impact your organisation’s marketing efforts. In order to prove to other C-levels just how useful social data can be, a chief marketing officer (CMO) needs to be data-driven, regularly gathering data from social platforms and converting it into actionable insights. The next generation of social …

Did you know 70 percent of brand choices happen in the store? For this reason alone, you will want to make sure you don’t miss the opportunity to craft a flawless brand strategy at the checkout counter. Here are five excellent ways to make sure you are achieving a 21st Century approach to branding at …

Here are a couple of ironic mistakes that marketers make: they put too much trust in careful iteration, and they put too much trust in ‘human creativity.’ What do I mean by this? Well, let’s start with careful iteration. Marketers assume that the ability to A/B test content makes them scientists, edging closer to a …

A specialist knows a lot about a little. Sometimes this is a good thing. Sometimes it’s even vital. But, not always. In the realm of cancer medicine, for example, research has found that specialists have a tendency to over-recommend the treatments they are capable of administering. This phenomenon is very human. And very hard to …

If you watched the Super Bowl, you’re probably still reeling from the unexpected win by the Patriots (depending on your camp – my congratulations, or my condolences). But the game isn’t the only thing that stirred conversation. Some have said that Gaga’s musical set during the halftime show – ranging from the rallying lyrics of …

With almost a decade of social media presence, and brands talking to their consumers through other than the traditional mediums on digital platforms, even now, a lot of brands are still in denial and consider conventional mediums of advertising as the main platform of communication. One of the reason’s that I can imagine is that …

As technology enables new channels of communication, it is easier than ever for brands to contact existing and potential customers. Used correctly, advances in digital technology enable brands to communicate effectively and efficiently, relaying useful and interesting information that encourages customer loyalty and drives sales. However, when brands get the balance wrong and use channels …