For organisations looking to withstand the test of time, being led by a purpose is critical to building the brand and ensuring that it delivers on its promises over time. Purpose is also important from an authenticity perspective, including a continuous internal evaluation on whether the brand’s positioning is aligned to purpose. In addition, results …

Creative agencies are always being asked by their clients to deliver creative ‘things’. But what gets produced is only half of the story. The other, and sometimes more important, part is how it is done. Creativity is not just the things we make; it’s the way we make them; the ‘doing’ that goes on behind the scenes. …

We are on the cusp of a seismic shift. The whole world of automotive transport is about to be turned upside down. Automotive brands will need to re-invent themselves or face a serious danger of extinction. They will have to fundamentally change their proposition, from product to service orientated brands. And they will have to …

The regulatory environment is changing based on a society that is more health conscious, advocating for the preservation of life. Increasing of taxes on products such as tobacco, alcohol and now sugar-sweetened beverages are a result of increased lobbying from non-profit organisations who are pushing governments to penalise consumers, in order to protect themselves from themselves, by making it relatively unaffordable to purchase these products. …

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 …

B2B rules are changing, lines are blurring, and the business models that once fueled B2B growth are no longer producing the same results.  With a primary focus on selling to intermediary customers, many have lost touch with the end-user, which can lead to commoditization. The solution? Evolve to a B2B4C model, which emphasizes a healthy …

Achieving growth in an environment where competitors are often quick to copy your best innovations is challenging at best, and there is often a narrow window of superiority until the only thing you have to differentiate yourself from the rest of the pack is a clever advertisement. How you set yourself apart from the pack …

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 most compelling way to understand people we don’t know is through stories: stories about the challenges they face, the options they consider, and how they decide upon a particular course of action. You probably know that historical figures such as Amelia Earhart and Ernest Shackleton were intrepid risk takers.  But this label falls short …

Let’s face it: we all aren’t lucky enough to work for brands like Disney or Nike that have excitement naturally woven into their DNA.  For the majority of brands, creating buzz or improving the customer experience doesn’t happen without putting forth a little, or a lot, of effort. However, while your company might lack in …