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
READ THE FULL GRAPHIC VERSION The industry should do much more to celebrate the contributions of women in marketing Marketing is an industry in which women excel and have done so for decades. Yet if you were to ask people in the industry who were the leading all-time marketers, you would most likely hear the … Read more
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
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
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
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 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 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