Strengthen Marketing Teams, Increase Cultural Capital Cultural Capital is the emerging frontier of competitive advantage. Brands need it more than ever. Increasing cultural capital starts with building influential connections through the company’s teams of marketing resources. The brand teams, creative agencies and digital marketing suppliers who work closely together to make sure the brand shows […]
Three elephants walk into a bar… It sounds like the start of a joke, but there is nothing funny about the impact that a few elephants can have on the retail landscape. While there are many, let’s start with the three named Google, Amazon and Walmart. Here’s the Punch… Google can put Amazon out of business. Amazon […]
Where does Growth Come from? Everyone wants to grow, especially during times like these. Most brands have ambition. Many have growth plans. Business owners and marketers understand the sweat equity and grit it takes. So with all that intention, and despite what people showcase about their efforts, why is real growth so rare? It can’t be that people are […]
How Diversity Impacts Advertising Agency Selection The creative development process intrinsic to marketing success has a level of mystery about it akin to that of a dragon’s egg. The process can be fragile. Capturing it can be elusive. The conditions for nurturing its potential present an opportunity to birth something quite powerful. When we recruit […]
Rumor of an impending threat has worried the kings and queens of today’s marketing diminions for some time. This ever-evolving beast is said to be so demanding, so consuming that even the most well-tuned marketing functions are being forced to confront its influence. Well fellows, the content marketing beast has arrived and she’s not going […]
Consider marketing programs that are working. Often their advertising campaigns are designed to appeal to the head and the heart to move the target market to take action. They communicate a brand value proposition that fulfills both the rational and emotional needs. After all, people don’t buy chocolates on Valentine’s Day simply to satisfy hunger. […]
This is an update of a popular post regarding advertising agency search and multiple agency teaming practices. Plus I recommend a useful new book by a fellow “lover of collaboration”. Enjoy this second helping! The Gathering Whether preparing the table for a big family event or tackling an ambitious marketing goal, mobilizing the right team […]