Marketing, branding & communications practice

Brands that hope to transform need to understand culture, code and creativity.

Understanding how your customers make choices is the first step to achieving growth, says Douwe Rademaker of Ipsos MarketQuest.

High-pressure salesmanship rarely works online. It's so easy to just click away. Sonia Simone offers a proven alternative that allows you to be ... you.

The most important tenet of service design is working with user stories in mind.

Content marketing's biggest flaw is really a tremendous opportunity for brands to think about how storytelling connects to business objectives.

Cut The Crap Podcast

Cut the Crap Podcast

Innovation does not have to involve taking a gamble on costly, 'disruptive' projects. It is often more profitable to refine and reimagine already popular products.

Recent survey results offer a snapshot of how global consumers are feeling.

Your visual branding can have a negative or positive effect on customers' decision-making. These neuromarketing principles will help you get attention and enhance your branding efforts.

Some companies have customer experience managers or departments, and others do not. Why is that?

AdReaction: Gen X, Y, Z study reminded me once again that the slow shift in people’s attitudes toward advertising places more emphasis on the need for emotionally-engaging content, rather than touting product specs and reasons to buy. It is not enough just to get your ad in front of someone; you need them to attend to it long enough that some impression sticks with them.

We all know people love stories but not all stories are equally compelling, particularly when it comes to brand building. Great marketers recognize that the focus of the story should be the brand. The story is a means to an end, not an end in itself.

The benefits that strong and admired brands provide are numerous and significant.

What people say they're going to do and what they actually do can end up being different things, which can skew research data.

The relevance of the '4Ps of marketing' is a topic that continues to cause much discussion. Should marketers relinquish responsibility or retake control?

Smart customer service providers know that the secret lies in creating remarkable customer service experiences that encourage deep loyalty to emerge.

Take a second to look at the difference in responses between Yahoo and Square below: These first two are from Yahoo help community: The next two are from the Square support... #communitymanagement

Albert Camus said that the most fundamental question in philosophy was, Why not kill yourself? In blogging, that question is, Why start yet another blog? As part of sharing what I’ve learned …

Brands with a simple proposition stand to prosper, according to new research, which reveals 62% of consumers will pay more for a simple experience.

Brands should note as the role of the consumer has changed so has the very definition.

Is the arena of identity creation receiving as much attention – and in particular, innovation – as the rest of the brand and marketing realm?

Procter & Gamble chief brand officer Marc Pritchard laid into Google and Facebook's walled gardens and demanded transparency from the digital supply chain.

For the first time, marketers have the tools to deliver personalized marketing to millions of customers. Here’s how you can put them to work.

The New York Times is a massive media brand wrestling gamely with digital.

The Nordic countries are taking place-branding to a new level by creating a new brand for the whole region. World-leading Danish architect Bjarke Ingels has been appointed for the job.

Marketing teams of tomorrow will need people who are curious, flexible and have a mix of commercial and technical skills.