In 1995, less than 1% of the global population had Internet access.  Less than 1%!!  Fast-forward 20+ years and nowadays, where ‘the web’ is second nature for anyone with an Internet connection, approximately 40% of the global population have it. Despite this massive increase, many marketers are still setting up their budgets and objectives for …

Just for a moment, think about the last big purchase you made.  Was it a car?  A house?  That boat you had been dreaming about?  Or possibly something as simple as a purse? At first glance, it may seem that our purchasing decisions have much more to do with the careful analysis of needs than …

The world of marketing has become a volatile place over the past several years.  Consumers are no longer interested in typical avenues of product promotion and tune out advertisements faster than a 13-year-old listening to a parent’s lecture. This is, in part, what has driven content production to flood every information channel of the Internet …

You wouldn’t begin building a house without architecture and design in place.  But that’s what many companies do when they decide to build a branded online community.  They select a technology platform and quickly move to the implementation stage without crafting the business plan, outlining the goals and measures of the community – and most …

“Think globally, act locally” has applications far beyond saving the planet. In fact, with the empowerment of modern technologies it should become a mantra for all marketing and branding professionals. Here’s why.

Customer service today is as much about creating brand advocates, as it is about solving problems and addressing complaints. With the rise of social media and digital trailblazers such as Amazon, Yelp, Uber and Netflix, This shift has not only brought with it new risks and challenges for established brands, but also unprecedented opportunities, for …

Stroll into the headquarters of most large organizations these days and you’ll find all sorts of interesting things – ping pong tables, free drinks, laundry service, paid sabbaticals, free snacks, dogs in the office, nap rooms, coffee shops, rock climbing walls, beer on tap, free gym memberships, and if you’re really lucky, an enormous silver …