The One Competitor Marketers Underestimated
December 5, 20185 min
Looking back at 2018, there’s one competitor we underestimated this year.
NEW THINKING
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Brand Engagement - Branding Strategy Insider
A powerful brand strategy combines ‘the logic and the magic’ – that mix of rational and emotive elements that, together, combine to give a brand engagement, connectedness, distinction and focus.
4 Keys To Organizing Brand Interactions
November 20, 20175 min
As brands juggle more and more channels to try and interact meaningfully with customers, is omnichannel achieving what it needs to?
How Brands Can Harness Customer Creativity
September 7, 20173 min
Today Lego is one of the world’s top brands, but not too long ago the brand was in serious trouble.
Building Brand Experiences Through Coincidences
March 27, 20153 min
Marketers can be surprisingly heavy-handed. The temptation, especially with big brands, is to thunder out answers that let customers know, in unequivocal terms, that they have been recognized.
Rethinking How To Reach Brand Audiences
August 29, 20144 min
We need to move on. That’s my take-away from a piece by Tara Walpert Levy. We need to move on from a mind-set based on reach and drop-off, and replace it with one centered on engagement and accumulation.