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Embrace the cool in us all
As marketers and brand builders strive to understand the markets they serve by creating segmented offerings, campaigns aimed at...


Why one size does not fit all
It is a common misunderstanding that in brand and retail, one size will fit all, but careful attention has to be paid to the needs of...


What is super-personalisation?
For a long time I have been an advocate of super-personalisation and have not really been able to understand why, in the banking world at...


How localising impacts Global brands
The last week has seen me travel to vastly different markets all within the space of seven days. First, Saudi Arabia, second, India, and...


How important is a brand promise?
This image should come as no surprise to anyone who has visited a burger restaurant. The carefully crafted photograph on the right, with...


If CMO’s want to win, they must deliver on these six strategies
The rules for creating and building brands are changing fast. Social media, content marketing, the younger generation, second screening,...