Brand Quarterly Wed, 18 Jan 2017 05:00:00 +0000 en-GB hourly 1 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, ...]]> CMOs Share Their Secrets To Building Successful Marketing Campaigns Thu, 29 Dec 2016 05:00:00 +0000 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 Tue, 27 Dec 2016 05:00:00 +0000 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 Thu, 22 Dec 2016 05:00:00 +0000 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 Tue, 20 Dec 2016 05:00:00 +0000 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. Fri, 16 Dec 2016 05:00:00 +0000 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 Wed, 14 Dec 2016 05:00:00 +0000 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 Mon, 12 Dec 2016 05:00:00 +0000 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 Fri, 09 Dec 2016 05:00:00 +0000 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 Wed, 07 Dec 2016 05:00:00 +0000 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 Mon, 05 Dec 2016 05:00:00 +0000 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 Fri, 02 Dec 2016 05:00:00 +0000 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 Wed, 30 Nov 2016 05:00:00 +0000 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 Tue, 29 Nov 2016 05:00:00 +0000 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 Mon, 28 Nov 2016 05:00:00 +0000 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 Fri, 25 Nov 2016 05:00:00 +0000 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 Wed, 23 Nov 2016 05:00:00 +0000 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 Tue, 22 Nov 2016 05:00:00 +0000 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 Mon, 21 Nov 2016 05:00:00 +0000 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 Fri, 18 Nov 2016 05:00:00 +0000 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 Wed, 16 Nov 2016 05:00:00 +0000 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 Mon, 14 Nov 2016 05:00:00 +0000 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 Fri, 11 Nov 2016 05:00:00 +0000 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 Wed, 09 Nov 2016 05:00:00 +0000 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 Mon, 07 Nov 2016 05:00:00 +0000 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 Fri, 04 Nov 2016 05:00:00 +0000 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 Wed, 02 Nov 2016 05:00:00 +0000 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 Mon, 31 Oct 2016 05:00:00 +0000 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 Fri, 28 Oct 2016 06:00:00 +0000 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 Thu, 27 Oct 2016 06:00:00 +0000 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 Wed, 26 Oct 2016 06:00:00 +0000 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 Mon, 24 Oct 2016 06:00:00 +0000 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 ...]]> The First Bite Is With The Eye: How To Stand Out From The Crowd Fri, 21 Oct 2016 06:00:00 +0000 There’s a LOT written about food and drink trends (over 310 million hits on Google and counting); so it’s not surprising that they’re always a hot topic for consumers and marketers, especially when it’s so easy for anyone with a ...]]> Rogue Agents: When Regional Marketing Is Left To Fend For Themselves Wed, 19 Oct 2016 06:00:00 +0000 If you’ve ever been asked, “How are you managing marketing globally?” you likely have answered with one of these typical responses: “We give our regional teams localized content, but I’m not sure how they’re using it.” “We only localize in ...]]> Email Marketing Automation: 5 Things You Need To Know Tue, 18 Oct 2016 06:00:00 +0000 Email marketing has changed dramatically over the past few years. Gone are the years of ‘hit send and keep your fingers crossed’: today’s marketing email subscribers expect content tailored to them, and they expect to be taken on a coherent ...]]> The New Millennials: Transitioning Generation Y To Generation Z Mon, 17 Oct 2016 06:00:00 +0000 Brands, business leaders, and the mainstream media are losing out.  They’re missing the critical importance of Generation Z, America’s fastest growing new demographic.  Aged 6 to 21, Generation Z represents 26% of Americans.  That makes them America’s largest cohort, bigger ...]]> Transform Marketing From Enabler To Value Creator In 10 Steps Fri, 14 Oct 2016 06:00:00 +0000 If you look at the world of marketing today, it is a dizzying merry-go-round of trillions of gigabytes of data and millions of dollars and customers. When facing this wall of numbers, individual meaning gets blurred, and the question becomes: ...]]> Don’t Get Lost In Translation: Multicultural Market Research Wed, 12 Oct 2016 06:00:00 +0000 As a market research professional, I’ve conducted qualitative and quantitative projects in over 25 countries over the past couple of decades.  In addition, I’ve been involved in projects in the United States that have had more than their fair share ...]]> Break Down Silos With A Collaborative Content Strategy Mon, 10 Oct 2016 06:00:00 +0000 Silos have their place.  We need structure to help define our unique roles and responsibilities within complex organizations.  But, when teams begin to work in complete isolation of one another, silos create unnecessary confusion and thwart our best efforts – ...]]> Where Social Media Breaks Down Fri, 07 Oct 2016 06:00:00 +0000 Social media has not fulfilled its promise of revolutionizing marketing. It was seen to be a new medium that would create democratic dialogue over autocratic broadcast. Initially brands and advertising agencies were threatened by the power social media gave individuals. ...]]> Experience Design: The Next Evolution Of Brand Development Wed, 05 Oct 2016 06:00:00 +0000 Online expressions are influencing impressions.  This is setting the stage for shared experiences to collectively shape how people view your brand, outside of how you define it. Have you thought about what you most often share on social media?  Usually, ...]]> Maximising Online Commerce In The Competitive Retail Industry Tue, 04 Oct 2016 06:00:00 +0000 It is a great time to be a shopper, and it is getting better all the time. Never before has it been this easy to find and buy the retail products consumers want to have. Thanks to the growth of ...]]> BQ Insider: Mark Young, CMO, Sysomos Mon, 03 Oct 2016 06:00:00 +0000 BQ Insider is an opportunity for you to meet the faces behind Brand Quarterly’s biggest supporters, our Brand Benefactors, and gain access to their valuable insights.  In this edition, we talk with: Mark Young – Chief Marketing Officer, Sysomos Mark ...]]> Automatic For The People: Marketing Meets Automation Fri, 30 Sep 2016 06:00:00 +0000 In 1913, Henry Ford revolutionised manufacturing by introducing his first moving assembly line. Before this, cars had been put together one at a time. Automation enabled him to cut car prices, double the minimum wage of his staff and produce ...]]>