Brand Marketing - Branding Strategy Insider

Brands Need Creativity And Cross-Functional Teams

January 27, 202271605 min

In a recent marketing report, Deloitte, the multinational professional services network, shared information from its Global Marketing Trends Executive Survey. At the core of the discussion – Building the Intelligent Creative Engine – How unconventional talent strategies connect marketing to the customer – is how to generate and integrate creativity while needing the analytic skills massive data require. The upshot was CMO’s should build collaborative teams of people with different skill sets. With the inundation...

by Mark Choueke

Brand Marketing

The Closing Gap Between B2B And B2C Marketing

July 22, 202127674 min

A study carried out in 2019 by marketing and advertising effectiveness researchers Les Binet and Peter Field for LinkedIn’s B2B Institute called 5 Principles of Growth in B2B Marketing, found that some of the key rules for effectiveness in B2C marketing also apply to B2B. It concluded that five practices in particular – routine to B2C marketers – are also common to the most effective B2B marketing case studies while hardly being utilized by most...

by David Stewart

Brand Marketing

The Interdependency Of Marketing And Finance

April 22, 202126103 min

It’s tempting to consider marketing and finance to be completely separate business disciplines. Marketing is about subjective, edgy, creative things like brands and television commercials. Finance focuses on hard, cold numbers. In reality, as most experienced business leaders know, the two disciplines are deeply entwined in the successful management of a venture. Though it’s not the only factor, marketing is one of the most essential drivers of business profitability and high valuations. Marketing is about...

by Jeff Rosenblum

Brand Marketing

Moving Beyond Owned, Earned And Paid Media

April 1, 202129234 min

They say we live in the age of transparency. Thought leaders and industry pundits tell us that thanks to ratings, reviews and ubiquitous connectivity, consumers can see completely through brands. I’ve been part of this movement, screaming from the proverbial hilltops with articles, speeches and a documentary. But it’s complete hyperbole.