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If the shock of political events and trends over the past 18 months has taught us anything, it’s that there is a strong desire for change in the status quo. Old ways of doing things are being smashed. The growth in popular movements has shown that just because something used to be valued and proven, …

Science fiction is becoming fact as Virtual and Augmented Reality (AR/VR) enter our daily lives. that is resulting in consumers and businesses around the world engaging with AR and VR in combination with smart devices. And this will have profound effects on the way brands develop and engage with their audiences. Despite the still emerging …

What does ‘Made in Britain’ suggest to you? For many consumers, it suggests craft, style and quality, with perhaps a modest sprinkling of good humour, too. For many British companies, having a Made in Britain label is a key part of their brand identity, helping them sell more products and export into established, new and …

Companies have long relied on location, product innovation and pricing to gain a competitive advantage. However, customers can now find nearly any product or service at the lowest possible price, right at their fingertips. In other words, the key differentiator between companies is the customer experience. This means having the right strategies in place. The …

‘I want it all… and I want it now…’ Now aside from being a fantastic 80’s Queen number, funnily enough, it resembles what a lot of marketers want in 2018 – but not me. Marketing to teens, parents and younger audiences has never been more difficult, and we are in a time where having everything …

Whenever we kickstart, articulate, and deliver on digital globalization, we tend to talk much about its major powerhouses such as granular data, compelling content, and immersive experiences all around the world. And it is right to do so. Processes and technology are flagships that make these assets tangible, actionable, and ultimately successful. However, we may …

In August 2017 Gerald C. Kane, professor of information systems at the Carroll School of Management at Boston College wrote a powerful article on MIT Sloan Management Review describing what digital transformation really means. Spoiler alert: it’s not about technology or transformation. Alas, Kane states, “digital transformation is about how technology changes the conditions under …

In today’s digital age, hyper-personalized, omnichannel marketing will soon be the foundation of customer experiences in virtually any industry – and of global companies, across continents. Companies that market to international audiences must use data and buyer personas to understand customers’ behavioral patterns, decide which channels to invest in, deploy locally, and ensure they budget …

Brands who produce on a mass level understand that in a crowded marketplace, share of voice often equates to share of market. One tactic to amplify brand voice is to employ strategies that borrow from the concept of limited editions, rarefied and exclusive products and services that inspire cultish devotion from fans and followers. It …

Regardless of the size of your organisation, we all know that the importance of social media isn’t to be underestimated. But with so many messages to cut through, how can you ensure your brand’s voice is the one that’s heard? In my experience, there are five key areas to master, in order to stand out …

I remember my very first email marketing push. ‘Wow! Revolutionary’ I thought. ‘Don’t all ring at once,’ I said. ‘You’ll all get served in good time,’ I announced… But, while it yielded moderate success, doors remained on their hinges, and the telephone exchange remained pretty much intact. The problem was, it seems, I was doing …

There was a time when getting exposure online for your brand was relatively straightforward if you knew what you were doing. Marketing via social media and reaching out to bloggers was an effective strategy to engage with your potential audience. However, as we witness more and more people consuming their news and content online, it’s …

The negative effects of exposure to advertising female models on women’s self-esteem and body satisfaction are now well known.  But a new negative effect of advertising female models has been uncovered: they can be perceived as real sexual competitors by female consumers and trigger indirect aggression. Female advertising models are highly physically attractive as well …

Just as the internet ruthlessly sorted winners (Google, Amazon, etc.) and losers (Kodak, Blockbuster, etc.) in the 1990s and 2000s so too will the wave of change and innovation that is enveloping markets across the globe. Ad blocking, AI and personal agents, voice and visual UI, social influencers, and generational waves of anti-greed sentiment are …

We’ve seen an awful lot written in recent months about this May’s General Data Protection Regulations (GDPR) – the legislation that replaces an existing data protection directive, rewrites the rules for collecting and managing consumer data, and deals data privacy one of its biggest shake-ups in two decades. There has been lots of worry as …

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