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 journey. I love hotels. Especially luxury hotels. Who doesn’t enjoy a little pampering every once …

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 than either the Baby Boomers or the much-touted Millennial generation.  Despite the fact that Gen …

It’s ‘Open Mic’ night! In this packed-out session, we have 16 global brand, marketing and business experts – each sharing their insights on what it takes to achieve success on the global stage… – – – – – Colin Strong @Colinstrong Head of Behavioural Science at Ipsos www.ipsos.com Forge Data-Driven Experiences We now live in …

What time is it?  Your heart’s racing and beads of sweat are rolling down the sides of your temples. You’re gridlocked.  A slip-up now is bad news, but failing to make a decision might be even worse. No one wants to make a mistake.  Only, nothing could be more human than making mistakes, yet we’re …

Remember the days when one marketing approach generally worked pretty well?  They’re gone. Unless your brand appeals only to one audience demographic, you must tailor your branding, marketing strategies and tactical executions to four distinct generations: Baby boomers, Gen X, Millennials and – fast-moving, soon-to-take-over-the-world – Gen Z. You must pay particular attention to Gens …

All our customers were going out of business, our product was losing margin, and our competition was growing – I had to do something. Our savior came in the form of social media – implementing a 2-brand strategy – using the power of my personal brand to magnify the company’s brand.

In today’s crowded markets with buyers who will engage only on their terms, in their context, and on their timeline, B2B marketers must find a way to break through a cacophony of noise and clutter. Many of us barely rise above the noise because we fail to matter beyond our features and benefits. We fail …

Stories are a hot topic in marketing because they have been shown to be superior to facts in getting attention, being remembered, in changing opinions, in stimulating social activity, developing emotion, and, curiously, even in communicating facts.  Many firms have added journalists, editors, and filmmakers to their staffs to create or find meaningful stories and …

Without realising it, we’ve all made consumer decisions based on a brand’s personality. Some brands are just too hard to resist. Especially on social media. Whether it’s a purchase, newsletter subscription or a retweet, these conversions all signify an affinity with a brand’s personality. Behind that irresistible personality is a multi-layered comms team; copywriters, PR, …

Ever since the concept of native advertising gained prominent attention in 2012, expectations have revolved around increasing publishers’ income and saving the digital advertising ecosystem from the fall of digital ads. Four years later, native advertising has lived up to the expectations. Many big publishers have created or expanded existing departments to help advertisers develop …