Your brand: an agent of change

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

Consumers will abandon brands that fail to provide personalized marketing

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

Get a grip on global reputation

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

Marketing innovation means building social contagion

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

Great marketers are turning to micro-influencers

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

Marketing must help business become a force for good

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

Inspiring innovation

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