As brands expand globally in search of new growth opportunities, the diverse number of buyer personas and ways to reach them rises at an exponential rate. At the same time, customers now expect relevant brand touch points to be delivered to them in real-time, and across multiple channels and platforms. The need to generate a …

Is the foundation of your brand strong enough to support a lasting success? Are you authentically delivering on your brand promise? Or are you suffering from what research calls the current “crisis of trust” in business? If you answered “yes” to that last question, it’s time to do some digging down to your brand’s base …

It all started so well. The contracts were signed and the champagne was flowing. But when once you saw yourselves as the next Unilever, capable of holding down those long-term agency relationships, now getting through the campaign you paid for will be an ask. Your agency has lost that spark from when you first met; …

Increased choices, channels, and competitive proliferation have changed the way companies and customers engage with each other.  As a result, many organizations are designing new approaches in order to be able to pilot themselves successfully in this modern environment. PwC’s Global CEO Survey found 72% of organizations have, or are planning to have, significant change …

Econsultancy founder Ashley Friedlein recently made a bold prediction for the marketing industry’s year ahead: “The guiding star in 2017 will be focus”. An outside observer might reasonably wonder why a simple – even obvious – idea like focus merits so much attention. But if you’ve been paying attention to the state of the marketing …

A specialist knows a lot about a little. Sometimes this is a good thing. Sometimes it’s even vital. But, not always. In the realm of cancer medicine, for example, research has found that specialists have a tendency to over-recommend the treatments they are capable of administering. This phenomenon is very human. And very hard to …

Once upon a time (and it may still be that time in your organization) the marketing function in business-to-business companies wasn’t marketing in the fullest sense.  It was, at best, sales support communications. But as the B2B customer journey shifts away from one-to-one contact with a sales rep and toward an omnichannel path to purchase, …

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 doing research for ‘Chief Marketing Officers at Work’, I had the opportunity to ask 29 …

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 …

The changing landscape of brand intimacy in marketing doesn’t allow any team to work on an island unto themselves. Marketing has a responsibility to blow up silos – we must build the teams and communication lines to succeed in our roles, and to provide the best service to our customers.