Go beyond celebrating the women in marketing
The industry should do much more to celebrate the contributions of women in marketing Marketing is an…
Marketing
Marketing for the next normal
Covid-19 has underlined that many marketers’ favourite tools are obsolete. It’s time for marketing with real meaning…
The new five forces
Marketers need a fresh take on Porter’s strategy classic US business professor Michael Porter first wrote about…
The five new rules of ethical marketing
Sustainable and principled business practices make marketing more effective Ever-increasing numbers of conscious consumers are forcing a…
Brand distinction inspires change
John Davis explains how you can stand out Turning midlife from a time of crisis to contribution….
Marketers’ trusty segmentations can be revitalized by new data
It’s time for a fresh cut, writes Giles Lury The best segmentations are a tool for business…
Great marketers use the power of naming to shape consumers’ choices
Let four become one, write Sam and Nan Hua The conversation was worryingly familiar. “Is it better…
Your brand: an agent of change
Great brands change the world, says Giles Lury Brands drive change. They change categories, markets, and habits….
Consumers will abandon brands that fail to provide personalized marketing
The future is omnichannel, write Rasmus Houlind and Colin Shearer Omnichannel is more than a marketing buzzword….
Stories are addictive – use them carefully
Ben Shenoy explains the use, and misuse, of the story drug Both the immediate threat of the…