Marketers should speak to all our senses to create great post-lockdown experiences

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

Consumer behaviour has been changed permanently by the pandemic. How can marketers adapt?

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

Stories are addictive – use them carefully

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

The new five forces

READ THE FULL GRAPHIC VERSION Marketers need a fresh take on Porter’s strategy classic US business professor Michael Porter first wrote about his Five Forces over 40 yearsago. His framework remains a classic of strategic planning; but given the changesin the business world in the decades since, isn’t it time it was updated? Porter drew … Read more

The five new rules of ethical marketing

READ THE FULL GRAPHIC VERSION Sustainable and principled business practices make marketing more effective Ever-increasing numbers of conscious consumers are forcing a change in the way that marketing departments behave. The old days of creating consumer demand and fuelling consumerism are ending. Companies are now required to be more accountable and responsible in their marketing, … Read more