marketing

Senior sales leaders lose their emotional intelligence

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Ben Laker and Rita Trehan uncover the rise and fall of great sales leadership [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/dialogue_q2_2019_full_book/68″ ]READ THE FULL GRAPHIC VERSION[/button] It’s a truth acknowledged in every marketing book published last year: sales are made when we appeal to a customer’s human nature. Emotional intelligence (EI) is vital, allowing the salesperson to … Read more

What’s in a love letter?

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Simplicity is often wrong, writes Giles Lury [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/q4_2018_fullbook/63″ ]READ THE FULL GRAPHIC VERSION[/button] I am a firm believer in the power of stories. I tell tales all the time. As a marketer, I’m a professional storyteller. Stories come in many shapes and forms and cover a wide variety of genres. But I … Read more

Small data is the key to Lego’s success

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The path to success is paved with micro-insights – not big data, finds Kirsten Levermore [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/fullbook__dialogue_q1_2019/68″ ]READ THE FULL GRAPHIC VERSION[/button] It’s several minutes later than planned when Martin Lindstrom arrives for our interview. “I’m so sorry we couldn’t reach each other – I don’t have a mobile phone!” he apologizes. … Read more

What Mandela can teach every marketer

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The great South African has lessons for business [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/fullbook__dialogue_q1_2019/65″ ]READ THE FULL GRAPHIC VERSION[/button] Nelson Mandela needs little introduction; South Africa’s first black president, Nobel Prize winner and anti-apartheid icon. Madiba, as he was known by those who loved him, was a master orator and storyteller. He had the ability to … Read more

The spin myth

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Message integrity is fundamental to great PR, writes Sandra Stahl [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/q4_2018_fullbook/66″ ]READ THE FULL GRAPHIC VERSION[/button] Fake news. Alternative facts. Lies. These phrases have, regrettably, rapidly become part of the vernacular. No wonder there is a crisis of public trust in business, institutions, government and political leaders. The need for ethical … Read more

The write stuff

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A great customer experience can be found in the quality of written artifacts, says Jon Picoult [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/q4_2018_fullbook/68″ ]READ THE FULL GRAPHIC VERSION[/button] More and more companies are working to enhance their customer experience. But they might be focusing on the wrong thing. In their haste to make quick improvements, firms neglect … Read more

Once upon a brand

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Discover the seven uses of storytelling in marketing, as told by Giles Lury [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/full_book_dialogue_q2_2018_00c75a7dc64042/57″ ]READ THE FULL GRAPHIC VERSION[/button] Storytelling has long been used in marketing, and in recent years it has become almost ubiquitous. Just about any brand worth its salt now talks about its stories and its narrative. The … Read more

The Biggest Brands in China are…

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With a gargantuan total value of $683.9 billion, Chinese brands are here to stay. WPP and Kantar Millward Brown invite you to meet the top 100 among them As the most definitive and robust ranking of Chinese brands, WPP and Kantar Millward Brown’s BrandZ™ Top 100 Most Valuable Chinese Brands report combines financial data with … Read more

Selling in the Vuca vortex

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The sales playbook is changing, and will change again, write Ben Laker & Claire Edmunds The pace of technological advancement and the impact of globalization are having unforeseen, often disorienting, effects. Their ultimate consequences are profound. The world’s largest accommodation provider owns no property. The world’s largest taxi firm owns no cars. The world’s most … Read more

Dialogue Classics: The power of visual thinking

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  [button type=”large” color=”black” rounded=”1″ link=”https://issuu.com/revistabibliodiversidad/docs/dialogue_q3_2016_full_book/64″ ]READ THE FULL GRAPHIC VERSION[/button] Go diagrammatical and reap the dividends, writes Kevin Duncan Even expert consultants find it hard to express ideas and solve problems purely with words. Those whose job it is to convey messages quickly and simply – and that means most modern professionals – will usually find it easier to … Read more