Marketing, branding & communications practice

The Innovation Excellence community is home to articles, webinars, videos, training and education - powering growth in the innovation management profession.

Constraints can unleash our creativity. If you follow this storytelling matrix, you'll tell your best stories at the right time.

Direct mail is experiencing something of a renaissance, with innovation and more robust measurement giving this traditional medium a new lease of life.

When Marriott decided to double-down on brand storytelling, they didn't play it safe. Learn how the hotel franchise went above and beyond to build one of the best brand newsrooms.

PR Insight: We spoke to gurus and authors who know all about how the mind affects your work, and its effectiveness, for their top tips

Or, Why Marketing Should be the Conscience of an Organization

Whether you're making a movie about space adventures or a listicle about where you went to college, great stories share a crucial element: relatability.

Have you ever wondered why some brands inspire a fiercely loyal following, while others fight tooth and nail to make a splash? Let’s talk about brand love.

The surprising success of Dollar Shave Club provides an important case study in scaling storytelling effectively and crafting the most relevant, most irresistible content possible.

With their Vodka for Dog People campaign, Tito's both uses smart psychology and gets a big social sharing boost.

The Innovation Excellence community is home to articles, webinars, videos, training and education - powering growth in the innovation management profession.

Your content core is the intersection between your product's purpose and your audience's interests. Learn how to find yours (and preview our new book).

Since it was founded in 1932, countless generations of children have grown up with Lego toys. As time and technology have progressed, Lego has created a whole new breed of Lego-obsessed youngsters – equally enthralled by its movie and video game franchise.

Companies that prioritize brand authenticity flourish, while marketers who play fast and loose with consumer trust pay the consequences.

Make sure your organization delivers consistent messaging to your audience. Make sure you get it right with our communication plan guide + template.

Not all marketing analytics are worth measuring. Here are 5 'vanity metrics' you should stop obsessing over, and the data you should care about.

A friend of mine was telling me about a political news story last year. I don’t remember the precise angle, but I remember thinking it was outlandish and indicated didn’t think it was true. To prove otherwise, she pulled out her phone, opened up Facebook, scrolled to find the article and then handed me the phone. The article was produced by an outlet that at first glance looked credible. It had a name that sounded like a daily newspaper – the “Herald” or “Courier” or something like that – but the 'about us' section was telling. I study organizational persuasion for

Should prices be precise or rounded? New pricing research shows that each approach may work better for rational or emotional decision-making.

Here’s how companies can take an activist stance–without making a mess of it.

Strong brand messaging will trigger an emotional response and will have a framework with these five elements.

Brands must understand what issues are trending & their divisiveness if they want to remain in good standing with their customers.

A creative approach to increase respondent engagement

This operating model offers business leaders the opportunity for wins in customer experience, cost reduction, and prospects for growth.

Companies can drive growth by getting on consumers' radars early.

'Brand purpose' that goes no further than the marketing department has been rightly criticised, says Max Ottignon. But a purpose that extends across a whole organisation is vital to a successful brand

Four ways to achieve greater results in insights.

Few healthcare organizations fully leverage customer insights to drive decision making and performance. Here’s how you can translate that data into concrete business initiatives.

Brands need persuasion, preference shaping, appeal and the brute force of hard power through corporate deals, acquisitions, buyouts, etc. to succeed today.