Brand Quarterly Tue, 28 Mar 2017 07:48:33 +0000 en-GB hourly 1 How To Soar Higher With Marketing Ops Tue, 28 Mar 2017 05:00:59 +0000 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 ...]]> 4 Insights To Bring Your Brand’s Web Analytics Into Focus Tue, 28 Mar 2017 05:00:56 +0000 Excuse me, but do I know you? No, but your customer does. Each Facebook like, Twitter follower, and Pinterest pin goes into that analytic stew and provides a clearer view of your brand’s overall social standing.  In short, consumers get ...]]> The Future Of Marketing And Engagement Is Influential Tue, 28 Mar 2017 05:00:48 +0000 Planning for this year, many marketers have placed a high priority on customer experience and the content that helps make the best customer engagement happen. At the same time, companies are challenged to create a variety of engaging content on ...]]> Wherever, Whenever: Developing A 360° Brand Identity Tue, 28 Mar 2017 05:00:45 +0000 As a new dad, I’ve learned very quickly that any sense of control you have is most likely an illusion. You may plan, organise and prep well, but then – life happens.  The same is true when you’re maintaining a ...]]> Mastering Visual Storytelling: Three Tips To Avoid Tech Tunnel Vision Tue, 28 Mar 2017 05:00:42 +0000 Every generation experiences a creative movement.  Back in the day of Andy Warhol, artists recognized visual communication was moving at breakneck speed.  Warhol himself said, “The idea is not to live forever, it is to create something that will.”  It’s ...]]> Customer Experience: Can Chatbots Jump The Uncanny Valley? Tue, 28 Mar 2017 05:00:36 +0000 A new technology has now captured the imagination of CX directors everywhere – chatbots. Their promise is attractive.  They can be used to automate the way in which customers interact with brands, meaning that huge costs of human labour can ...]]> An Emotional Response To The Digital Age Tue, 28 Mar 2017 05:00:36 +0000 In the direct line that goes from knitting (circa 2006), to taking cooking classes, to puzzle assembling, to pottery-making, to board games, to flower arranging, to coloring for adults, we’ve amassed an impressive number of hobbies that have nothing to ...]]> 5 Steps To Launch Your Social Employee Marketing Channel Tue, 28 Mar 2017 05:00:34 +0000 Social employees offer today’s brands an incredibly effective new marketing channel, yet far too many organizations don’t know what to do with them. Over the past decade, social media has enticed brands as a low-cost platform with unprecedented access to ...]]> Crafting A Winning PR Content Strategy Tue, 28 Mar 2017 05:00:31 +0000 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 ...]]> Beyond The Boardroom: The Evolution Of Social In The Enterprise Tue, 28 Mar 2017 05:00:28 +0000 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 ...]]> How In-Store Video Helps Optimize Brand Engagement Tue, 28 Mar 2017 05:00:27 +0000 Point-of-sale marketing tactics have historically been limited to basic placards displaying outdated graphics along with some small print pushing today’s hot items. Some marketers take it one step further and recommend pyramids of precipitously stacked products, which a child on ...]]> Moving Past Translation: When The Market Next Door Speaks A Different Language Tue, 28 Mar 2017 05:00:24 +0000 A large mobile telecom company was looking to increase market share in the United States.  A survey of their current customers indicated that most spoke only English.  Further research revealed that in large urban areas, where major populations did not ...]]> Renew Your Brand Strategy: Customer Experience Advice From Leading Brands Tue, 28 Mar 2017 05:00:16 +0000 A few months back, I chaired the Customer Experience Exchange Europe event in Brussels – speaking on stage with some of the big boys in the industry.  Brands that are currently ticking all the right boxes with their customer experience ...]]> BPOSITV: Positively Engaging Your Customers Every Day Tue, 28 Mar 2017 05:00:11 +0000 Engagement. When we hear the word, we may think of a young man getting down on his knee and asking his true love for her hand in marriage. Or, we may think about our own engagement and the joy we ...]]> Conducting A Rapid Ideation Workshop: 10 Questions To Ask Before You Get Started Tue, 28 Mar 2017 05:00:10 +0000 Your organization (or client, if you’re inside an agency) is about to embark on the process of designing a new product, feature or service, and you have a mandate to come up with a great design solution.  A design ideation ...]]> Brand Strategy At The Point Of Sale Doesn’t Have To Be Hard Mon, 27 Mar 2017 05:00:00 +0000 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 ...]]> 10 Brand-Related Questions That Could Save Your Merger Fri, 24 Mar 2017 05:00:00 +0000 Mergers have the potential to be marvelous drivers of growth. More often than not, however, mergers fail: 80% of them don’t meet objectives, and 60% actually destroy shareholder value. According to research, this thoroughly avoidable situation is the result of ...]]> Strategizing Your Brand: 5 Online Brand Protection Steps Wed, 22 Mar 2017 05:00:00 +0000 In today’s constantly shifting cyber landscape, it is vital that an organisation updates and evolves its online brand protection strategy, to deal with the changing nature of the threats posed and the cyber criminals behind those threats. While brand protection ...]]> Brand Quarterly Magazine ISSUE 25 Tue, 21 Mar 2017 07:00:00 +0000 Whether you’re focused on engaging your customers, your team, your stakeholders, or your influencers - on and offline - we’ve got you covered. Social business, ideation workshops, improving the customer experience, leveraging web analytics for engagement, and engaging your entire organisation in the marketing function - you’ll find it here, within the ‘Engagement’ issue. Featuring 15 interesting | captivating | fascinating | intriguing (you chose the synonym) pieces from some of your favoutrite Brand Quarterly contributors, and a few new recruits.]]> How Marketplaces Help Businesses Build Their Brand Mon, 20 Mar 2017 05:00:00 +0000 Previously, retailers were sceptical of selling on marketplaces, such as Amazon and eBay, but the times are changing, and now these platforms are essential for any brand wanting to become a global business chain. SMEs were formerly the ones to ...]]> The Ironic Mistakes Marketers Make Fri, 17 Mar 2017 05:00:00 +0000 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 ...]]> 3 Technologies Not To Be Underestimated By Marketers Wed, 15 Mar 2017 05:00:00 +0000 With technology evolving seemingly at the speed of light, it can be difficult to keep up with the latest trends. Just when you feel like you’re up to date with current trends, it turns out that you’re actually one step ...]]> Apple’s iOS Update Changes Review Strategies For Brand Marketers Mon, 13 Mar 2017 05:00:00 +0000 Apple app developers will finally be able to respond to user reviews directly in the App Store, with responses available for all to see, beginning with iOS 10.3. Android developers have long had the option to respond to reviews in ...]]> CMO’s: Beware Of Specialist Bias Fri, 10 Mar 2017 05:00:00 +0000 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 ...]]> How To Talk About Data Under The Impending GDPR Wed, 08 Mar 2017 05:00:00 +0000 There is change afoot in the way businesses will be able to use and collect personal data. Under the EU’s General Data Protection Regulation (GDPR) businesses will have to explain to consumers exactly how their personal data is going to ...]]> Brands In Politics: Implicit Responsibility Or Unnecessary Risk? Mon, 06 Mar 2017 07:00:23 +0000 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 ...]]> How Digital Empowerment Has Changed Marketing Communications Fri, 03 Mar 2017 06:00:00 +0000 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 ...]]> Donating Data For Discounts: An Ad-Blocking Antidote? Wed, 01 Mar 2017 07:00:00 +0000 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 ...]]> How To Build A Strategic B2B Marketing Function Mon, 27 Feb 2017 07:00:00 +0000 Once upon a time (and it may still be that time in your organization) the marketing function in business-to-business companies wasn’t marketing in the fullest sense.  It was, at best, sales support communications. But as the B2B customer journey shifts ...]]> Tech And Behavioural Science: The New Rocket Fuel For Physical Retailers? Fri, 24 Feb 2017 07:00:00 +0000 At first glance, many classic bricks and mortar retailers do not look likely candidates for digital transformation. Let’s look at the rather extreme example of fuel retailers here: they sell a very physical product requiring a physical distribution structure. Consumer ...]]> Digital Is More Than Skin Deep: The Three Pillars Of Success Thu, 23 Feb 2017 07:00:00 +0000 The world is changing faster than ever. Many of the changes are being driven by technology. Automation, robotics and artificial intelligence are helping us to collect and use data more efficiently. The outcome is a more effective way of doing ...]]> The B2B4C Evolution: Building Relevance With End-Users For B2B Brands Tue, 21 Feb 2017 07:00:00 +0000 B2B rules are changing, lines are blurring, and the business models that once fueled B2B growth are no longer producing the same results.  With a primary focus on selling to intermediary customers, many have lost touch with the end-user, which ...]]> Artificial Intelligence Ushers In A New Age Of Cognitive Content Marketing Fri, 17 Feb 2017 05:00:00 +0000 Artificial intelligence (AI) helps machines do cognitive tasks typically reserved for humans. It has the potential to enable marketers to create content at scale and distribute the right content at the right time to better-segmented prospects. But, it’s not always ...]]> Differentiating Your Brand When Everyone Else Is Racing Towards The Middle Wed, 15 Feb 2017 05:00:00 +0000 Achieving growth in an environment where competitors are often quick to copy your best innovations is challenging at best, and there is often a narrow window of superiority until the only thing you have to differentiate yourself from the rest ...]]> Customer Experience: Measure What People Do, Not What They Say Mon, 13 Feb 2017 05:00:00 +0000 In observing thousands of customers over a 10-year period as they try to complete tasks online, I have noticed a very significant gap between what people say and what they do. Firstly, people are generally not good at predicting their ...]]> The 3 Keys For Retailers Looking To Go Mobile Fri, 10 Feb 2017 05:00:00 +0000 Rapid developments in mobile technology have impacted almost all industries, and for commerce, it has been a game changer. A popular option for online shoppers, mobile now accounts for 40% of online retail sales in the UK, according to IMRG. ...]]> Data Is The New Commodity Wed, 08 Feb 2017 05:00:00 +0000 Think data is the answer to all your creativity dreams? Think again. Last year will undoubtedly go down in the marketing world as the year of data. Never have we seen so many presentations, articles, and meeting agendas ending with ...]]> Big Promises, Small Promises: Can Your Organization Keep Both? Mon, 06 Feb 2017 05:00:00 +0000 JetBlue built its brand on being a different kind of airline.  At a time when other US-based airlines were cutting leg room, eliminating meals, and charging for bags, JetBlue gave flyers room to stretch, provided free yummy snacks, and resisted ...]]> Successful Content Marketing In 8 Steps Mon, 30 Jan 2017 05:00:00 +0000 Nearly 3 billion people worldwide are online.  When they want a product or service, they don’t wait for an ad to appear on television, scour magazine ads, or heaven forbid, pick up a phone book.  They go to the Internet ...]]> How To Stop Phishing Scams Ruining Brand Reputation Fri, 27 Jan 2017 05:00:00 +0000 When it comes to creating and maintaining a strong brand, nothing is more important than trust. A lack of trust will erode the impact of even the most creative and eye-catching marketing a company devises. The digital age has created ...]]> Digital TV: What It Means For Advertisers Wed, 25 Jan 2017 05:00:00 +0000 A lot has changed in the world of television since November 1922 when the BBC produced its first broadcast. The introduction of colour, sound and now streaming has impacted the way that consumers watch TV. Innovations such as iPlayer and ...]]> 5 Ways To Identify And Motivate Your Social Employee Champions Mon, 23 Jan 2017 05:00:00 +0000 Because social media is 24/7, you need an army of employee champions to be your eyes and ears, and your passionate amplifiers.  However, you can’t simply tell people to be your social champions.  You have to earn their ambassadorship. The ...]]> How Brands Grow 2.0 Fri, 20 Jan 2017 05:00:00 +0000 When I started my career in marketing in the FMCG industry, I had a manager that advised me to focus my marketing efforts on my brand loyalists. In his words “You should try to make our loyal consumers even heavier ...]]> Zen And The Art Of Content Maintenance Wed, 18 Jan 2017 05:00:00 +0000 How do you define high-quality content? Quality is, of course, a relative term. What you may love may be something I hate. But overall, in marketing, we tend to think of quality in the context of asking if it created ...]]> Curing The New Marketing Personality Disorder: Be More Human, Less Analytical Mon, 16 Jan 2017 05:00:00 +0000 The world is filled with process, efficiency, and order. The overburden of technology in our lives and a world of connected devices have washed us over with a discipline we supposedly didn’t have when life was less connected.  But what ...]]> Language Can Transform Your Brand From Bates Motel To Ritz-Carlton Fri, 13 Jan 2017 05:00:00 +0000 Customer experience is all the rage at the moment. The talk is all about touch points and the customer journey, from ad to call center. But companies are missing out if they’re not thinking about the words used on that ...]]> Empower Your Customer And End ‘Us vs Them’ Marketing Wed, 11 Jan 2017 05:00:00 +0000 Words have power. Creative power. With our language, we fuel our thoughts, which fuel our emotions, which fuels our creation. As a leadership group at Smync, we strongly advocate for the end of military and combat language in all marketing ...]]> Killer Ideas Without Tears Mon, 09 Jan 2017 05:00:00 +0000 So, where are you when you get your best ideas? At work, with others, trying hard? If you’re like 90% of the leaders I recently interviewed, you will be answering no. Most people have their best ideas on their own, ...]]> How Package Size And Shelf Space Can Affect Price Sensitivity Thu, 05 Jan 2017 05:00:00 +0000 Price sensitivity and how it is affected by package design, size, and shelf layout is an interesting phenomenon that can be precisely measured using eye-tracking technology. This methodology for measuring price sensitivity can be applied to brands and categories across ...]]> After The Optimism: How Cynicism Is Shaping Generation Z Tue, 03 Jan 2017 05:00:00 +0000 The marketing field has long had an obsession with Millennials – worrying about them, over-analyzing them, complaining about them, even making fun of them.  As such, the world has been indoctrinated with the concept that young people are overly optimistic, ...]]>