Brand Quarterly http://www.brandquarterly.com Tue, 21 Feb 2017 07:00:00 +0000 en-GB hourly 1 https://wordpress.org/?v=4.7.2 The B2B4C Evolution: Building Relevance With End-Users For B2B Brands http://www.brandquarterly.com/b2b4c-evolution-building-relevance-end-users-b2b-brands Tue, 21 Feb 2017 07:00:00 +0000 http://www.brandquarterly.com/?p=10263 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 http://www.brandquarterly.com/artificial-intelligence-ushers-new-age-cognitive-content-marketing Fri, 17 Feb 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10591 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 http://www.brandquarterly.com/differentiating-brand-everyone-else-racing-towards-middle Wed, 15 Feb 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10587 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 http://www.brandquarterly.com/customer-experience-measure-people-not-say Mon, 13 Feb 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10262 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 http://www.brandquarterly.com/3-keys-retailers-looking-go-mobile Fri, 10 Feb 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10567 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 http://www.brandquarterly.com/data-new-commodity Wed, 08 Feb 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10560 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? http://www.brandquarterly.com/big-promises-small-promises-can-organization-keep Mon, 06 Feb 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10261 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 http://www.brandquarterly.com/successful-content-marketing-8-steps Mon, 30 Jan 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10260 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 http://www.brandquarterly.com/stop-phishing-scams-ruining-brand-reputation Fri, 27 Jan 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10507 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 http://www.brandquarterly.com/digital-tv-means-advertisers Wed, 25 Jan 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10506 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 http://www.brandquarterly.com/5-ways-identify-motivate-social-employee-champions Mon, 23 Jan 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10259 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 http://www.brandquarterly.com/brands-grow-2-0 Fri, 20 Jan 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10434 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 http://www.brandquarterly.com/zen-art-content-maintenance Wed, 18 Jan 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10467 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 http://www.brandquarterly.com/curing-new-marketing-personality-disorder-human-less-analytical Mon, 16 Jan 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10258 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 http://www.brandquarterly.com/language-can-transform-brand-bates-motel-ritz-carlton Fri, 13 Jan 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10428 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 http://www.brandquarterly.com/empower-customer-end-us-vs-marketing Wed, 11 Jan 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10426 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 http://www.brandquarterly.com/killer-ideas-without-tears Mon, 09 Jan 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10257 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 http://www.brandquarterly.com/package-size-shelf-space-can-affect-price-sensitivity Thu, 05 Jan 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10425 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 http://www.brandquarterly.com/optimism-cynicism-shaping-generation-z Tue, 03 Jan 2017 05:00:00 +0000 http://www.brandquarterly.com/?p=10256 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, ...]]> CMOs Share Their Secrets To Building Successful Marketing Campaigns  http://www.brandquarterly.com/cmos-share-secrets-building-successful-marketing-campaigns Thu, 29 Dec 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=10252 Nike’s “Just Do It” or Dove’s “Real Beauty,” are just two examples of unforgettable campaigns any marketer would dream of adding to their portfolio.  But running a successful, impactful campaign is a talent that comes with years of experience. While ...]]> Globalization Meets Localization Meets Personalization: The New Era Of Brand Leadership http://www.brandquarterly.com/globalization-meets-localization-meets-personalization-new-era-brand-leadership Tue, 27 Dec 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=9768 We are experiencing three over-arching colliding forces: increased globalization, increased localization, and increased personalization… happening simultaneously.  Even though the world feels closer, brand leaders cannot ignore the increased importance of relevant local differences and the compelling desires for personalized experiences.  ...]]> How Cultural Competence Helps Your Bottom Line http://www.brandquarterly.com/cultural-competence-helps-bottom-line Thu, 22 Dec 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=9767 The numbers don’t lie.  The changing demographics of the United States and the world are creating new markets for us to understand.  According to some, the middle class of India is larger than the entire US population.  What does that ...]]> Getting Your Brand Fighting Fit http://www.brandquarterly.com/getting-brand-fighting-fit Tue, 20 Dec 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=10254 The research has spoken.  Your brand is performing well below acceptable levels, and that’s hurting sales and business performance – it’s time to overhaul it into something new and fresh! Wait a minute. Is your brand that out of shape ...]]> The Political Economy Of Rebellion, Inc. http://www.brandquarterly.com/political-economy-rebellion-inc Fri, 16 Dec 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=10427 Anti-heroes are in. One can hardly look around politics, economy, music, fashion or culture and miss a contrarian. The attitude has seeped into society, where it’s cool to be a rebel, or at least, to look like one. “May the ...]]> The Benefits Of Niche Marketing For Global Reaching Brands http://www.brandquarterly.com/benefits-niche-marketing-global-reaching-brands Wed, 14 Dec 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=9766 In 1995, less than 1% of the global population had Internet access.  Less than 1%!!  Fast-forward 20+ years and nowadays, where ‘the web’ is second nature for anyone with an Internet connection, approximately 40% of the global population have it. ...]]> Your Marketing Team Is Larger Than You Think http://www.brandquarterly.com/marketing-team-larger-think Mon, 12 Dec 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=10253 How can multi-location businesses deliver consistent but customized brand experiences at scale?  The people working in each of your locations have the potential to be a part of your marketing team – can you trust them with your brand? People ...]]> The ABC Of Global Commerce In China http://www.brandquarterly.com/abc-global-commerce-china Fri, 09 Dec 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=10398 Consumers in China, the world’s most populous country, now have both the means and the technology to buy goods from overseas. The middle class is swelling – and looking to western countries including the UK and US, to buy everything ...]]> 5 Keys To Making Personalization Actually Work http://www.brandquarterly.com/5-keys-making-personalization-actually-work Wed, 07 Dec 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=9765 Personalization is the greatest, most brazen, overpromise in the world of marketing today.  Agencies promise to create personalized experiences for their clients’ customers, while brands clumsily serve up content in an assumptive manner hoping to increase conversion and relevance. Yet, ...]]> Brand Quarterly’s 2016 50 Marketing Thought Leaders Over 50 List http://www.brandquarterly.com/brand-quarterlys-2016-50-marketing-thought-leaders-50-list Mon, 05 Dec 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=10234 Mantras For Marketers To Live By We’re nearing the end of the year, which means it’s time for the 2016 edition of your ‘50 Marketing Thought Leaders Over 50’. Each of the Marketing Thought Leaders highlighted below, have a wealth ...]]> Making Millennials Loyal This Christmas http://www.brandquarterly.com/making-millennials-loyal-christmas Fri, 02 Dec 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=10233 Understanding people and their behaviour is an essential part of successful marketing; without this, no matter how big the budget or how creative it is, a campaign can seriously miss the mark. In recent years, marketing teams have spent a ...]]> History Comes Alive: How Intel Makes Amazing Experiences Possible http://www.brandquarterly.com/history-comes-alive-intel-makes-amazing-experiences-possible Wed, 30 Nov 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=9764 I was listening to a podcast recently about how meaningful moments in our lives have become less salient because we are so busy capturing and sharing those moments that we don’t actually deeply experience them.  It got me wondering if ...]]> Brand Quarterly Magazine ISSUE 24 http://www.brandquarterly.com/brand-quarterly-magazine-issue-24 Tue, 29 Nov 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=9476 Gain a competitive advantage in the race for your market’s hearts and minds by slotting your brand into pole position. To do that, you need the right crew around you - and you’ll find plenty of them here in this very special, 5th Anniversary issue of Brand Quarterly. B2B focused? Well, there’s plenty here for you. More interested in B2C? We’ve got you covered too. You will also learn about B2B4C, GenZ, CX, CMOs, TDSR, and the 4 T’s, to name but a few letters of the alphabet :)]]> The Paradox Of Disruptors In a Status Quo Organisational Culture http://www.brandquarterly.com/paradox-disruptors-status-quo-organisational-culture Mon, 28 Nov 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=10232 Corporations who have not made a commitment to disruption are guaranteed to either join the ranks of Kodak, Borders, and Blockbuster or sputter along as they try to stay profitable. Organisations often lament the dearth of innovative leaders. There is ...]]> How Hospitality And Travel Brands Can Top Review Charts http://www.brandquarterly.com/hospitality-travel-brands-can-top-review-charts Fri, 25 Nov 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=10235 The number of review websites has exploded in the last decade, and there are no signs of it slowing down. With more ways to purchase goods and services than ever before, differentiating a brand is crucial. For travel and hospitality ...]]> Brand By Numbers: Building Brands With Demand Gen Strategies http://www.brandquarterly.com/brand-numbers-building-brands-demand-gen-strategies Wed, 23 Nov 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=9763 There is a lot of controversy around what place, if any, a demand generation team has in impacting your brand.  Let me state up front that I am not advocating that demand generation and awareness building are the same thing.  ...]]> Brand Quarterly Issue 24 – Out 29 NOV http://www.brandquarterly.com/brand-quarterly-issue-24-29-nov Tue, 22 Nov 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=9477 Get your brand into pole position… and gain a competitive advantage in the race for your market’s hearts and minds. To do that, you need the right crew around you - and you’ll find plenty of them here in this very special, 5th Anniversary issue of Brand Quarterly, out 29 November. Here’s a sneak peek of what’s inside - including the unveiling of 2016’s ‘50 Marketing Leaders Over 50’ list, and their mantras for all marketers to live by.]]> Behind The Power Of Personalisation Engines http://www.brandquarterly.com/behind-power-personalisation-engines Mon, 21 Nov 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=10188 There is a food market close to my office where if you go often enough, the market traders prepare your order before you even have to ask. With the sheer amount of resources today’s marketers pump into their campaigns, why ...]]> The Marketing Promise Of Virtual And Mixed Reality Is Now Here http://www.brandquarterly.com/marketing-promise-virtual-mixed-reality-now Fri, 18 Nov 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=10187 Virtual reality – the long-anticipated technology promising to offer user experiences within entirely novel realms – is, at long last, arriving for the masses. With headset-based VR solutions like the Oculus Rift, HTC’s Vive, and PlayStation VR, virtual reality is ...]]> Shining A Light On ‘Dark Maps’: Why Global Brands Should Care http://www.brandquarterly.com/shining-light-dark-maps-global-brands-care Wed, 16 Nov 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=9762 Do your mobile and online marketing campaigns go dark just when your target customers are ready to buy?  If you are a multinational brand whose digital marketing efforts stop working in places where Internet access or smartphones are the exception, ...]]> Inside Your Persona’s Buying Decision: Five Insights To Unlock The True Story http://www.brandquarterly.com/inside-personas-buying-decision-five-insights-unlock-true-story Mon, 14 Nov 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=9471 The most compelling way to understand people we don’t know is through stories: stories about the challenges they face, the options they consider, and how they decide upon a particular course of action. You probably know that historical figures such ...]]> Moving From Experience To Data: Why Personalisation Is The Key To Brand Success http://www.brandquarterly.com/moving-experience-data-personalisation-key-brand-success Fri, 11 Nov 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=10043 Providing a personal experience for your customers is nothing new. I have fond memories of going to the local newsagent when I was younger. The shopkeeper knew which newspaper my parents ordered and which football stickers I was collecting. As ...]]> Audience Intelligence Is Key To Storytelling Supremacy http://www.brandquarterly.com/audience-intelligence-key-storytelling-supremacy Wed, 09 Nov 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=9761 There is a surplus of information in the marketplace, and it’s only increasing.  With the proliferation of mobile devices coupled with internet penetration and social media adoption, there is no shortage of brands interrupting consumers with content overload. This doesn’t ...]]> Programmatic Media For Small And Midsize Marketers http://www.brandquarterly.com/programmatic-media-small-midsize-marketers Mon, 07 Nov 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=9470 The big buzzword in advertising is programmatic.  Programmatic media is defined by the use of data and automation to make ad-serving decisions.  Whether you’re a Fortune 500 marketer or a local business with a small marketing budget, chances are high ...]]> Why A Brand Needs ‘Yes And’ At The Heart Of It http://www.brandquarterly.com/brand-needs-yes-heart Fri, 04 Nov 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=10041 How can anyone keep up with the world and all its complexities when the steady progress of evolution has been left behind by a crashing series of big bangs? If you think it’s hard work just keeping up with the ...]]> Theme-Based Marketing: The Art Of B2B Brand Relevance http://www.brandquarterly.com/theme-based-marketing-art-b2b-brand-relevance Wed, 02 Nov 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=9760 You’re the head of marketing for a $100 million B2B company.  Your engineers have worked day and night for months to perfect the design, features, and functionality of the latest cloud platform.  You’ve hired advertising and PR agencies to tell ...]]> Holistic Design: Working Empathetically http://www.brandquarterly.com/holistic-design-working-empathetically Mon, 31 Oct 2016 05:00:00 +0000 http://www.brandquarterly.com/?p=9469 The way we design is wrong. Think about it – the end user doesn’t look at a product and think, “Wow!  I like that logo, and the product speaks to me, and so does the app, and the packaging really ...]]> CMOs: Design A Pathway Back To The Future http://www.brandquarterly.com/cmos-design-pathway-back-future Fri, 28 Oct 2016 06:00:00 +0000 http://www.brandquarterly.com/?p=10000 We are surrounded by waves of change fueled by rapid technological advances in every aspect of life. These waves of change are mounting into a tsunami of radical stimulus for massive disruption in our personal and professional lives. Technology enables ...]]> Machine Learning Algorithms: The Next Stage For Successful Marketers http://www.brandquarterly.com/machine-learning-algorithms-next-stage-successful-marketers Thu, 27 Oct 2016 06:00:00 +0000 http://www.brandquarterly.com/?p=10044 It’s no secret that technology is revolutionising consumer and brand interaction. In most cases, consumers are changing their behaviour faster than most retailers can adapt their marketing strategies. Marketers must engage savvy shoppers across a plethora of channels, the competition ...]]> Inclusive Marketing: How Lenovo Leveraged Crowdsourcing To Build A Global Gaming Brand http://www.brandquarterly.com/inclusive-marketing-lenovo-leveraged-crowdsourcing-build-global-gaming-brand Wed, 26 Oct 2016 06:00:00 +0000 http://www.brandquarterly.com/?p=9759 Gaming 101 Gaming is a deeply immersive, highly emotional and a very passionate commitment for many gamers.  It is a highly competitive yet lucrative $86B a year segment worldwide, with roughly 15% of the overall population in the mature market ...]]> A Guide To A Better Brand Experience For Boring Brands http://www.brandquarterly.com/guide-better-brand-experience-boring-brands Mon, 24 Oct 2016 06:00:00 +0000 http://www.brandquarterly.com/?p=9468 Let’s face it: we all aren’t lucky enough to work for brands like Disney or Nike that have excitement naturally woven into their DNA.  For the majority of brands, creating buzz or improving the customer experience doesn’t happen without putting ...]]>