The new five forces
Marketers need a fresh take on Porter’s strategy classic US business professor Michael Porter first wrote about…
Marketing
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…
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….
Get a grip on global reputation
John Davis explains how successful brands build trust by adapting to local markets “It takes many good…
Marketing innovation means building social contagion
It’s all about selling disruption, says Ben Shenoy Do you remember the Sinclair C5, the Apple Newton…
Great marketers are turning to micro-influencers
Small is beautiful, writes Kirsten Levermore With the rise of celebrity culture, partnerships and sponsored promotion of…
Brand distinction inspires change
John Davis explains how you can stand out Turning midlife from a time of crisis to contribution….