READ THE FULL GRAPHIC VERSION How often have you said the words “Just one more” at the end of an episode of your favourite show? Even after promising ourselves that we will watch just one instalment, we regularly keep watching, episode after episode. What is the secret of how these series grab our attention? And … Read more
READ THE FULL GRAPHIC VERSION Nearly 50 years ago, during the 139th meeting of the American Association for the Advancement of Science, Edward Lorenz posed a question: “Does the flap of a butterfly’s wings in Brazil set off a tornado in Texas?” Now recognized as part of chaos theory, Lorenz’s point was that a small … Read more
The pandemic highlighted the key role marketing departments play for their businesses. And that’s reflected in the numbers READ THE FULL GRAPHIC VERSION When Professor Christine Moorman pored over the results of her 2020 survey of chief marketing officers, she spotted something remarkable. In a year of intense crisis, of cutbacks, of pandemic-triggered economic panic, … Read more
READ THE FULL GRAPHIC VERSION Around the world, millions of consumers have been spending months in confinement, isolation and quarantine. Lockdown has narrowed our horizons dramatically – and now, consumers are craving satisfying sensory experiences like never before. As restrictions are tentatively lifted and people re-emerge, marketers should aim to create memorable, positive experiences, with … Read more
READ THE FULL GRAPHIC VERSION Like any field, medicine needs great marketing. Giles Lury asks, how will it change after Covid-19? As with many debates, arguments about what will happen after the Covid-19 crisis often quickly descend into the binary: everything will change, or nothing will change. It’s black or it’s white. When it comes … Read more
READ THE FULL GRAPHIC VERSION Covid-19 has underlined that many marketers’ favourite tools are obsolete. It’s time for marketing with real meaning What lifts you up in times of crisis? Humour? The laugh of a toddler? A surprise phone call from a friend? The joy of sharing food with family? Brainstorming? While Covid-19 has forced … Read more
READ THE FULL GRAPHIC VERSION Product packaging is often overlooked, but can be a critical differentiator for sales and customer experience When it comes to capturing your customers’ attention, marketers of fast-moving consumer goods (FMCG) are aiming at the tiniest of targets. The typical customer spends between just three and five seconds assessing whether or … Read more
READ THE FULL GRAPHIC VERSION It’s time to experiment Our economies may be reopening, but we can be confident that consumer behaviour won’t snap back to 2019: not now and not ever. This realization is especially important for companies that rely on strong customer experiences as a competitive differentiator – which is most businesses nowadays. … Read more
READ THE FULL GRAPHIC VERSION Giles Lury urges companies to repurpose their purpose In the ‘good old days’ before Covid-19, brands were under pressure to shift their focus away from just delivering stakeholder returns. We were living in a world of growing activism: from #MeToo to Extinction Rebellion, from les gilets jaunes to Greta Thunberg. … Read more
READ THE GRAPHIC VERSION Ben Shenoy explains the use, and misuse, of the story drug Both the immediate threat of the coronavirus pandemic and the slower-burning climate crisis reinforce the feeling that we live in confusing, disorienting and frightening times. In their recently published book Radical Uncertainty: Decision-Making for an Unknowable Future, British economists John … Read more