Today’s consumers demand much more than just a good deal. For brands to stay competitive in today’s marketplace, they must have a purpose behind their brand and show a desire to fulfill more than just their own bottom line. When brands and consumers work in unison on a social mission, the impact can be significant. …

If you watched the Super Bowl, you’re probably still reeling from the unexpected win by the Patriots (depending on your camp – my congratulations, or my condolences). But the game isn’t the only thing that stirred conversation. Some have said that Gaga’s musical set during the halftime show – ranging from the rallying lyrics of …

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 of experience and knowledge to share; and have gained the respect of their peers through …

Good news! The understanding and awareness of the importance of branding is changing among startups. Fewer and fewer startups relate brands with only visual elements (e.g. name, logo, slogan, domain). It is becoming clear that brands should go beyond their visual elements. They are definitely important in the whole brand-building process, since they represent the …

Sustainability has become an industry buzzword – but it does not, and should not, need to be. It is not a fleeting or tactical strategy element that organisations can pick up and discard on their own free will. Adopting sustainability as a primary platform for driving growth is a serious commitment, which requires a change …

Visualize an infinity symbol. One side is your brand; the other is your corporate culture. Now draw that symbol in the air with your finger. , with one driving the other in a self-perpetuating loop. A great brand garners the excitement and awareness that attracts customers, a great culture delivers on the promise the brand …

Celebrating And Learning From Experience… following on from last year’s hugely popular list, we are proud to bring you the 2015 edition of your ‘50 Marketing Thought Leaders Over 50’. This list, composed entirely from (a record number of) nominees submitted by our readers, sees many familiar names and a number of new entries in the mix.

People need motivation to engage with your brand.  If you want to affect your customers’ motivation, it would be helpful to know a bit more about the way the brain’s motivational system works. There are two core aspects to motivation: goals and energy.  Goals are the things people are trying to achieve.  For example, a …

The leadership, culture and business model of a brand have never mattered more than now. It’s time to consider the “because effect” of your brand in the hearts and minds of buyers and the general public.

There is no shortage of reasons to rise to the challenge of leveraging your brand’s resources and reach, to address the many social challenges we face – from climate change, to environmental degradation, to loss of biodiversity, and beyond.  But any sober assessment of whether this is likely to happen must account for the realities …