Marketing Won't Save You. Your Consumers Will.
Generational marketing has been hollowed out by crude stereotyping and an obsession with youth. Our sustainability agenda remains hooked on techno optimism and the myth of green growth. Our diversity push has spawned a whole new industry for awards but continues to eschew anyone over 40 or who didn’t go to the right school. We ignore people’s need ... See more
Ian Murray • Burst your bubble… about empathy | WARC
To systematically build iconic brands, companies must reinvent their marketing function. They must assemble cultural knowledge, rather than knowledge about individual consumers. They must strategize according to cultural branding principles, rather than apply the abstracted and present-tense mind-share model. And they must hire and train cultural a... See more
Douglas Holt • Branding as Cultural Activism
The most important characteristic of content marketing today is not quality or quantity. It’s insight. And that is the differentiator lacking almost everywhere.
Mark Schaefer • The Content Code: Six essential strategies to ignite your content, your marketing, and your business
Using traditional data has led to a status quo where acquiring customers is the primary goal. The creation of tailored experiences doesn’t get enough attention, resulting in lower conversion and wasted advertising dollars.