How should your brand support your sales team?

Reading Time: 3 minutes While there has been plenty of discussion around how marketing and sales teams should play well together, the onus on brand owners to proactively support people in the field seems to have attracted less attention. Customers, of course, make no distinctions between which parts of the organisation they are dealing with at any one time. […]

The airbrushed brand is dying

Reading Time: 3 minutes The aspiration drive that has dominated how marketers think and what they strive to achieve in building a brand’s mythology is increasingly being seen by consumers as unattainable and fake. Buyers are drawing a line under what they perceive to be airbrushed brands. And the push-back is manifest in everything from the acceptance of imperfect […]

Make your brand useful before you make it amazing

Reading Time: 3 minutes It’s tempting to believe that every brand must be vastly different and that every opportunity to push the boundaries should be taken if the brand is to win. But is there a case for normality that we’re missing here? Should, as Jay Bauer has suggested, brands stop trying to be amazing and just get on […]

Introducing experiences to on-demand brands

Reading Time: 4 minutes The sharing economy is substantial. Uber’s valuation just hit $50 billion. Airbnb is valued at around $20 billion. And Entrepreneur believes the sharing economy’s size in five key sectors will reach 335 billion by 2025. As this article explains, “The catalyst behind the sharing phenomenon are technology platforms—big data and mobile—allowing consumers to share anything, […]