Good Campaign: Public Ministry São Paulo “The Incomplete Masterpiece”

Campaign: The Incomplete Masterpiece Brand: Public Ministry of the State of São Paulo Agency: VML “My life has changed and will never be the same,” so begins the sad story of one mother whose child has gone missing. In this poignant piece called “The Incomplete Masterpiece” created by agency VML for the Public Ministry of Read more

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How China’s Sleekest Cycling Brand Is Winning the Race

Founded in 2015 and already on track for an IPO later this year, the Chinese performance bike brand SpeedX can’t compete with the cycling nostalgia amassed by its long-established international competitors. SpeedX doesn’t have a glorious history to show for nor do they sponsor (or even plan on sponsoring) any athletes or races. In fact, Read more

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Why B2B CMOs Should Drive Business Strategy

One of the best things about interviewing different B2B leaders for this column each month is the opportunity to identify important threads of industry conversation—and none is more important to senior marketing leaders, and the organizations that they serve, than that surrounding the rise of the B2B CMO as a key driver of core business Read more

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When Investing in Paid Social Makes Sense

There’s no doubt that for many marketers and decision makers, the allure of crafting a campaign for social media is the cost, or rather the lack thereof. Using social media to market for free is a natural draw for cost-conscious organizations looking to build online awareness for their brand. That said, social networks are businesses, Read more

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A New Reality for Technology Brands

The art of branding technology was once the Holy Grail of marketing. How do you market something new, innovative, and conceptually unfamiliar to an apathetic audience unsure about a new product? Take for instance Apple launching the Macintosh during the 1984 Super Bowl when the world of technology seemed alien. Nowadays, we’re in a world where Read more

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Marketing Unbound, Competing in the Age of Disruption

In her introduction to ‘Marketing Unbound’, Charlotte Howard, event chair and consumer goods and marketing correspondent for The Economist, told the hundred-plus mostly senior executive attendees: “Now more than ever, marketing is about creating relevance for a brand in every customer interaction. It’s about connecting with and serving the customer in ways that foster lasting Read more

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How B2B CMOs Can Use Brand as a Change Agent

Change is said to be the only constant and, in business, change is prompted by the constant need for growth. But how can B2B organizations better manage, nurture, and capitalize on the many types of change to produce meaningful growth? There’s one powerful discipline that I have seen work time and again, but still gets too Read more

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Mastering New Customer Acquisition is Key to Success in China

It often seems that Chinese consumers are somehow wired differently than their counterparts in other countries. When it comes to the purchase decision-making journey, we do see some truth to this. In early 2016, we spoke to some 350 people, consisting of equal-size groups of Chinese, Hong Kong, and multinational research participants in order to Read more

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Marketing in a World Where the Most Popular Word Is an Image

The last few years have seen an explosion of emojis and visual language innovation. In 2015, the Oxford English Dictionary declared an emoji – the face with tears of joy – the word of the year. YELP, Bing, and Instagram have emoji-enabled search. You can order a pizza, get room service, and even fight bullying Read more

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A BRITE Look at Brands, Innovation, & Technology and Why User Experience Sucks

The BRITE ’16 Conference, produced by Columbia University’s Center on Global Brand Leadership (March 7-8, Columbia University, NYC), featured many of the usual suspects from leading brands (GE, Microsoft, HP), industry pundits (Michael Schrage, David Rogers) and successful entrepreneurs (KIND Snacks, Beautycounter) in a fast-paced series of presentations exploring how to succeed in the evolving Read more

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