Markets Do It Vertically. Consumers Do It Horizontally
Quick: What do white wine, Brie cheese, a squash racquet, a Brooks Brothers suit, fresh…
Browsing: Marketers
A Better Way to Map Brand Strategy
Marketers have always had to juggle two seemingly contradictory goals: making their brands distinctive and…
8 Considerations When Selecting an AI Marketing Vendor
Does a landscape for artificial intelligence (AI) marketing vendors exist? You’d think so, with all…
How Search Engines Use Artificial Intelligence
Search engines are incredible. You pop onto your favorite one, type in a few keywords,…
Applying the theory of planned behaviour
There are many reasons why people fail to take actions they know they should, like…
It’s all about selling disruption, says Ben Shenoy
Do you remember the Sinclair C5, the Apple Newton or Cheetos Lip Balm? You may…
The Greta effect puts pressure on brands
From the climate crisis to plastics pollution, people everywhere are increasingly concerned about the environment,…
Three themes for brand purpose
Brand purpose can be a driver of growth, a key to unlocking new partnerships and…
Why healthcare marketers should learn from banking
Healthcare marketers face unique challenges around the use of data – integrating personal medical data…
How the concept of ‘experience debt’ leads to more serious CX focus
Though some of the language around customer experience can appear fuzzy, a poor experience creates…