Once, sales periods were limited to the time after Christmas when retailers had a lot of stock leftover from the festive period, needing to sell off any leftovers before the new season began. The introduction of big sales days like Black Friday and Cyber Monday are the most obvious examples of the growing pressure to …

Influencer marketing has become top of mind for every CMO, not just in consumer facing brands, but in B2B technology organizations as well. In fact, among the business technology brands recently surveyed for the report Influence 2.0, 77% rate influencer marketing as strategic or highly strategic. One critical component to B2B influencer marketing is understanding …

Knowing the difference between a brand providing a multichannel and omnichannel experience for your consumers is vital to understanding how to ignite true brand affinity. In an age of quick-scrolling multi-screen users, Out Of Home placements around every corner, revolutions in print technology and ever blossoming new adtech opportunities, there are innumerable ways for brands …

Experience is the new… Wait… that’s not right… Experience isn’t new. Let’s face it; people have always experienced brands, products, services, and organisations. What has changed is that marketers and business people have now become aware of – and more importantly, concerned with – those experiences. The focus has shifted from positioning ourselves in people’s …

The time when costs could just be incremental or contained is over. Now it’s about doing more with flat budgets – or more often than not – with less. Sensible cost management is now a requirement, and it may be translated into two crucial mantras. Money should be invested in an agile way, i.e. more/less …

Brand Quarterly's 50 Marketing Thought Leaders Over 50

Here it is… the extended coverage of the 2014 ’50 Marketing Thought Leaders Over 50′ list – where each of the finalists highlighted share their insights into the next 5 years in marketing and on creating an engaging social media presence.

Christmas time is traditionally the biggest sales period of the year. The online sector is showing the strongest sales growth but still lags behind traditional retail. Find out what it takes to be the e-commerce company that wins at Christmas time.

Being subject to many forces over which they have limited control: government economic policy, attitudinal changes among consumers and the development of new technology, to name a few. Environmental analysis examines such forces to predict the environment in which a business will need to execute their marketing strategy.

How-To-Organize-Global-Brand-Management

Why is global brand management so important, when every country could shape its own local brand management as called for in each country? Professor Herbst explains this, and more importantly, how to approach it.

In both the B2B and B2C business environments, although most companies follow rigorous cost management practices, the primary focus is to generate higher sales. However, revenue growth is not always accompanied by equivalent growth in profit.

When people talk about partnerships, the focus is normally on what comes before the handshake. For a partnership for be successful however, you need to focus on the long term – the part after the handshake.

Once you get to the top of the mountain, it’s a long way down. Big brands and large businesses need to continuously work to stay at the top. There’s a lot they can learn from startups and the small and agile crowd.

Vincent van Gogh needed an incentive. He wanted Paul Gauguin to join him in Arles and together begin a movement there that would galvanise the European art scene. Gauguin, tempted, but undecided was older than van Gogh, more worldly, more recognised in the circles van Gogh wished to move. He was studious and carefully contemplated …

Maximizing-the-Professional-Identity-on-LinkedIn

LinkedIn has become a digital reflection of our professional lives and the LinkedIn audience, now more than 300 million strong, is an especially critical asset for brand managers.  The platform allows businesses to establish industry credibility, to more effectively target key audiences, and to sharpen the corporate side of their brand; all of which work …

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