Articles

Story

Brand-bonding

Brand-bonding is the new brand-building.

 

Where ‘building’ is a one-way thing, something the brand does on its own and for its own sake, ‘bonding’ denotes a relationship that involves participation from both parties and for the good of both parties.

 

And no, don’t mistake bonding for bondage – that’s exactly what we do not want to do. It’s tempting to tie our customers as closely to our brand as possible, I know. Like telcos. Like where customers can’t break the ties to the brand no matter how hard they try.

 

Rather, continuously give customers a good reason or better yet, several good reasons to stay with the brand out of their heart’s content and bond with the brand over time. There’s nothing more important than to be human, and that goes for brands too.

Story

The rise of the marketing operations director

The complexity of modern marketing means companies are increasingly splitting marketing into operations and strategy, and increasingly they’re looking for marketing operations directors.

Story

When marketing strategy is worthless

Imagine the following scenario: it’s the annual brand strategy seminar for a large, multi-national B2C company. The VP of Marketing goes on stage to present the new marketing model.

Story

Marketing’s influence is not the goal, part 2

When marketers complain about the lack of influence at executive level they’re grabbing the wrong end of the stick.