One of the first reasons a transformation fails is due to the CEO not setting a high enough aspiration. We debate if this is true, find learnings from failures and successes and provide practical tips you can apply right now.
We debate if B2i, not B2C (ie business to the individual not business to consumer) is the new standard. So much of marketing is trying to target people on a personal level - with the goal of being relevant and intimately meet needs based on the relationship that's been established. Yet, this runs counter to the mass market approach that has been a tried and tested strategy for decades.
From Kickstarter to Star Wars, Superfans and brand communities are everywhere! We look at what it takes to create them, share success stories of who’s doing it well, and discuss how marketers can create generations of fans.
I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel” Maya Angelou. We take inspiration from poetry, household brands, and entrepreneurs to create great storytelling in marketing.
Storytelling is the cornerstone of great marketing. We explore what makes a story compelling, the questions that lead to engaging stories, and some of the greats we can learn from such as Muhammad Ali.
What goes around comes around! We test the belief that new marketing ideas are simply old ones remixed. We explain how established brands continue to remain relevant via their ability to unlock and unleashing deep human understanding and turn them into insights.
We look at How will technology affect marketing and what does it mean to us in our day to day jobs. We explore which areas will be automated, what the latest skills should be and envision the marketing jobs of the future.
We look at competitor activity. How to use it constructively to motivate yourself, your company, and improve your offering to your audience. Marketing transformation is all about how do you make that significant step (not the incremental one). From examining the market and finding the clear space, or working out how you can muscle in and create something different from the competition.
Some of the most gifted people in the industry come from agencies and quite often they are the unsung heroes behind advertising campaigns, strategies, and new product launches. Yet client-agency relationships continue to struggle as brands continue to look elsewhere for solutions, so we answer the BIG question - have agencies had their day?
We explore the power of purpose and the positive impact its having on brands, on the employee experience and the corporate leaders who are driving decisions. The momentum behind these efforts is a key pathway to rebuild trust with consumers.