Try before you buy

Adidas has launched a new shoestore in Japan, in fact it’s a shoe store and and running club in one, Adidas Runbase.


Besides perusing and purchasing gear experienced and rookie runners can borrow shoes, get tips from running experts, take the shoes out for a run, shower after your run, etc.


The ultimate try-before-you-buy experience.


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.


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.


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.