Marketing, branding & communications practice

16 marketing trends influencing what the best brands will do in 2017.

Brian Clark reveals the "who, what, and how" of an effective content marketing strategy to help you waste less time and money.

Changes in what consumers value in the brand relationship are driven by a number of factors. The manner in which consumers (and we marketers) determine value is absolutely subjective and based on how we describe things to ourselves.

The 25 most read thought pieces of 2016 on Branding Strategy Insider. From iconic brand strategy to dramatic shifts in how brands are built and the disruptive marketing trends responsible.

Two powerful forces are combining to push brands to serve a higher purpose.

In brand positioning, there is no place on the spectrum that is inherently more favorable or less favorable than others. It is more important that the organization identifies the positioning that it can occupy with the greatest confidence as it balances authenticity, relevance and differentiation.

Heineken says its ‘Heineken Experience’ has had a halo effect on the overall brand by creating internal and external brand ambassadors.

Marketing is essential to every organization, but what exactly does the marketing team do and how does it impact business?

Storytelling has become one of the hottest topics in marketing, but what makes a great story, and how can marketers harness storytelling to build stronger, more successful brands?

Our brains process some content formats differently than others. Learn how your audience responds to your content to tailor your strategy.

Marketing Strategy - Marketing to teens can be really tough. Your product might be the handiest tool or your service the most practical around... yet, if teens cannot make it a symbol of ...

Advertising - Influencer marketing hoped to reclaim authenticity in advertising by influencing the conversations consumers are already having with experts and one another. Along the way, it strayed...

Research from Bauer Media has uncovered insights on 35-54 year-old Luminaries: 'an entrepreneurial, confident and aspirational group'.

We have better ways of understanding consumers.

Brands are increasingly using real people in their ads, as consumers reject big-budget campaigns, but does this approach resonate with audiences?

Content - Content that not only works but also makes users want to share it? It's possible when you understand the basics of contextual marketing.

In our experience at the Centre of Excellence for Public Sector Marketing (CEPSM) one of the biggest and costliest mistakes many public-sector organizations make is to start rolling out individual…

Make decisions based on data and in real time.

Non-Profit - If you are part of a nonprofit struggling to gain donor support, get your team in the same room and ask yourselves two questions.

Marketing Strategy - A unilateral or bilateral business model, whereby vendors sell to customers or via business partners, is old-school. Today, forming an ecosystem is the way to increase shareholder value, foster customer ...

Over a third of the UK population is aged over 50 yet representation of this demographic in advertising is lacking and tends to be stereotypical. The latest in Marketing Week’s diversity series explores the portrayal and targeting of highly valuable mature consumers.

We know is that consumers make choices about products and brands without consciously processing the reasons why. They are not sleep walking, or “unconscious,” yet they are “non-conscious” of what …

Marketers have long acknowledged that customer behavior is driven by a combination of rational thought and pure emotion.

An EA exec offers five strategies to develop the right narrative

Customer Behavior - The relationship between brand and consumer has been transformed dramatically. Using grocery CPG as the lens through which we view those changes, we can influence change rather than just react ...