READ THE FULL GRAPHIC VERSION John Davis explains how you can stand out Turning midlife from a time of crisis to contribution. Creating yoga pants from pollution. A transformation from colonial backwater to global leader. And ‘winning’ at the Olympics without being an athlete. What do these achievements have in common? Brand distinction. ‘Distinction’ is … Read more
READ THE FULL GRAPHIC VERSION It’s time for a fresh cut, writes Giles Lury The best segmentations are a tool for business planning. They are applied and used; they are inspirational. They drive the bottom line. When they do this, segmentations are a valuable investment for growth: but having seen many over the years I’ve … Read more
READ THE FULL GRAPHIC VERSION Let four become one, write Sam and Nan Hua The conversation was worryingly familiar. “Is it better to have one brand or multiple brands?” the marketing man asked me, having already settled on his answer. “I don’t want to put all my eggs in one basket. If I only have … Read more
Great brands change the world, says Giles Lury [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/full_book_dialogue_q4_2019_final_co/65″ ]READ THE FULL GRAPHIC VERSION[/button] Brands drive change. They change categories, markets, and habits. They are sources of ideas, of products, services and innovations that help drive change. Through relationships with their stakeholders, their employees and us, the general public, brands have … Read more
The future is omnichannel, write Rasmus Houlind and Colin Shearer [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/full_book_dialogue_q4_2019_final_co/68 ]READ THE FULL GRAPHIC VERSION[/button] Omnichannel is more than a marketing buzzword. It refers to a significant shift in marketing practice, to the point at which the entire organization has recognized that customers’ buying decisions are not linear. Consumers today … Read more
John Davis explains how successful brands build trust by adapting to local markets [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/full_book_dialogue_q4_2019_final_co/28″ ]READ THE FULL GRAPHIC VERSION[/button] “It takes many good deeds to build a good reputation, and only one bad one to lose it.” So said Benjamin Franklin, one of the USA’s Founding Fathers, more than 200 years … Read more
It’s all about selling disruption, says Ben Shenoy [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/full_book_dialogue_q4_2019_final_co/66″ ]READ THE FULL GRAPHIC VERSION[/button] Do you remember the Sinclair C5, the Apple Newton or Cheetos Lip Balm? You may not have come across the cheese snack-flavoured lip salve, but the computers have gone down in business history as innovative products that … Read more
Small is beautiful, writes Kirsten Levermore [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/full_book_dialogue_q32019_569cc21c970cbd/70″ ]READ THE FULL GRAPHIC VERSION[/button] With the rise of celebrity culture, partnerships and sponsored promotion of products and services have played a significant part in many big marketing campaigns. Today, the use of popular personal social media accounts – so-called ‘influencer marketing’ – consistutes … Read more
John Davis makes a call to action [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/full_book_dialogue_q32019_569cc21c970cbd/66″ ]READ THE FULL GRAPHIC VERSION[/button] “The world is changing. It just isn’t changing fast enough,” says Dr Katharine Hayhoe of Texas Tech University. There is no question that our leaders and companies must change if they’re to survive in an increasingly chaotic world. … Read more
Successful brand inspiration and innovation spring from many surprising sources [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/full_book_dialogue_q32019_569cc21c970cbd/65″ ]READ THE FULL GRAPHIC VERSION[/button] I’ve just finished writing a new book, Inspiring Innovations. At heart it’s simply a story book for marketers, offering some 75 tales, all intended to help them find their business’s next big thing. Having completed … Read more