Why Printing is still Important in our Digital World
Technology has completely changed the way many businesses work, giving the team everything they need to do their job effectively at the touch of...
How Luxury Brands can benefit from Personality-based Branding
By Klaus Heine and Haibo Xue
Luxury brand management is identity–driven. Drawing on the concept of anthropomorphisation, Klaus Heine and Haibo Xue outline how to...
How Banks Grow Now
By Piercarlo Gera, Alessandro Secchi and Luca Gagliardi
Spending on customer loyalty keeps going up, but returns are diminishing. This article will tackle how banks...
Second-hand Luxury: Should Personal Luxury Brands Sell Pre-owned Products?
By Jean-Noël Kapferer
As luxury brands seek to protect their symbolic capital and prestige, entering resale markets is a strategy to be carefully considered before...
5 Ideas to Set Up the Perfect Social Media Budget
Everybody has ideas to advertise, but some of them are not as successful as you may think. Also, spending lots of money on advertising...
Sound Business: Improving Your Audio ROI
By Steve Keller
“What does your brand sound like?” The rise of smart speakers and voice interactive technology is forcing brands to answer that question....
Storytelling Workshops: A Tool for Breakthrough Product Innovation
By Evy Sakellariou, Keith Goffin, and Agnes Mariakaki
New product development (NPD) is essential to companies and it is an area where our research shows that...
Luxury Brands Need to Reconcile Seven Dilemmas and Chart New Territory
By Dr Stéphane J.G. Girod
With the fast-changing needs and tastes of today’s consumers, how would luxury brands keep their products relevant and desirable? In...
Big Data: The Deciding Element in Mobile Advertising Efficacy
By Nidhi Prakash
In the age of analytics, how would advertisers take full advantage of the growing potential of big data? In this article, the...
What the French Open can Teach Businesses about Branding
The Ten Key Lessons Every Marketer Should Know
By Laurence Minsky and Colleen Fahey
Improving one’s brand identity is indeed one of the greatest challenges marketers...
Amazon, Just a Click Away from Luxury
What are the Implications for Selective Distribution?
By Xavier Derville and Jean-Noël Kapferer
Has the strategy of selective distribution, on which luxury brands depend for survival, evolved in the...
The Three Types of Big Data That Matter for CMOs
By David Dubois and Gilles Haumont
Organisations today have massive amount of data at their disposal. However, not all C-level executives have clear typology of the...
Hunter or Hunted? How Digital Media and GDPR Increases Importance of Inbound B2B Sales
By Laurence Minsky and Keith Quesenberry
Today, through prior digital and social media research, organisational buyers approach their vendor sales teams much more informed. Hence,...
Digital Advertising’s Wild West: Deciding Which Media Channel is More Effective is the Key
By Tahir Nisar
A digital advertising campaign may be stymied by the difficulty in attributing the value of online investment to various online channels such...
How To Catch A Moving Target in the Digital World
By Stijn Viaene
In this article, Prof. Stijn Viaene continues to shed light on the realities that executives and business leaders must face in the...
Writing the American Marketing and PR Playbook
By Jo Detavernier
Promoting products and services through marketing and PR is a very different ballgame in the United States compared to Europe. An integrated...
What is Brand Activation and Why Marketers and Consumers Should Care
By William Rosen and Laurence Minsky
Marketing, along with the market and all its innovations, is also imperatively evolving. In this article, the authors elaborate...
The Challenge of Providing Excellent Customer Service
By Richard Wilding
Products are increasingly becoming commoditised, leaving customer service as one of the few remaining competitive differentiators. And in a world where customer-centricity matters...
Why Localisation is Key to Global Marketing
By Christina Comben
Any marketing campaign is geared to capturing the minds and hearts of its target market. In a globalised marketing platform, Christina Comben...
At Your Service: Management with HEART
Interview with Rommel Gonzales
The Bellevue Resort, Bohol, Philippines
“In the hospitality and airline industry, you are not selling rooms, nor selling airline seats. You are...
After After-Sales: New Business Models Tempt, Fail Industry
By Olaf Plötner
The after-sales-based business models of industrial enterprises are endangered. Simultaneously, modern data-based technologies enable the development of complex service solutions – so...
How to Stand Out Online
By Dorie Clark
Adapted from Stand Out: How to Find Your Breakthrough Idea and Build a Following Around It (Portfolio/Penguin 2015), this article discusses how...
A New Model for the Future of Customer Relationships
By Yoram (Jerry) Wind and Catharine Hays, with Alexa de los Reyes
The fundamental relationships among brands, media, and people are being transformed at an...
And They Lived Happily Ever After – The Value of Storytelling in Consumer-Brand Interaction
By Klaus-Peter Wiedmann, Evmorfia Karampournioti and Nadine Hennigs
Storytelling has become an essential element of the business environment to deliver information, manage conflicts, support team...
Successful Digital Transformation Starts with the Customer
By Joerg Niessing
Running a business in this digital era is truly challenging. And in light of this, Joerg Niessing shares the three chief takeaways...
Creative Strategy and the Business of Design
By Douglas Davis
Creatives get various demands and design requests from clients, but there’s this exact same request hidden in all of it: “Solve my...
Personal Branding As Affective Regime
By Lionel Wee and Ann Brooks
This article critiques the idea of personal branding – from pointing out how it is currently popularised and relied...
Managing Customer Satisfaction Better
By Johannes Habel
Many companies draw the wrong conclusions from their customer surveys. There is a simple method that can provide a remedy, leading to...
Franziska Gsell, CMO, IWC Schaffhausen
We women should not take such gender biases too seriously and put limitations on our career choices and ourselves.
Franziska Gsell majored in Business Administation...
Why You Need to Localise Now
By Christina Comben
If you do business on a global scale, with multilingual and multicultural clients, you should be localising your marketing message to your...
Internationalisation in Online Retailing
By Moritz Hahn and Niccolò Pisani
Online retailing is clearly on the rise. In this article the authors offer a snapshot of the current status...
Soothe Your Senses: A Multisensory Approach to Customer Experience Management and Value Creation in...
By Klaus-Peter Wiedmann, Franziska Labenz, Janina Haase and Nadine Hennigs
A growing trend in luxury tourism is the consumer’s desire for highest levels of customer...
Mobile Customer App Engagement Pays Off
By Peter Weill and Stephanie L. Woerner
The popularity of the smartphone has exploded, and continues to do so. The ever-growing usage of the latest...
It Pays to be Nice
From the Editors
Ryanair’s 32% jump in their first-half year profits for this year is said to be down to Ryanair being nice to its...
Solving Marketing’s Inventory Crisis
By Paul F. Nunes and Joshua Bellin
Just-in-time manufacturing was adopted shortly after World War II to save companies from drowning in excess inventory as...
Brand Insights 4.0: An Effective Tool in the Hands of Brand Managers
By Steffen Schmidt, Frank Buckler, Nadine Hennigs, Matthias Rothensee, Levke Albertsen
A sophisticated Brand Insights 4.0 approach incorporating all elements of the analytical power of...
Selling Illusory Joy: Emotions, Big Data and the Coming Retail Renaissance
By Christopher Surdak and Ed King
Today the world is awash in massive amounts of context-rich data. Whether it’s GPS position information, social media posts,...
Marketing Lessons Luxury Wine Brands Teach us About Authenticity and Prestige
By Klaus Heine and Francine Espinoza Petersen
Luxury brands have spent decades, and sometimes centuries, cultivating the perfect mix of authenticity and prestige to remain...
“I Can’t Help You:” The Dangers of Employees Disablement in the Social/Media Era
By Christopher Surdak
The quality of customer service has been steadily declining in recent years, but now that increasing digitisation has shifted more power to...
Preparing for Uncertainty: How to use Creaction at Work
By Len Schlesinger and Charles Kiefer
In an excerpt from their book, Just Start: Take Action, Embrace Uncertainty, Create the Future, the authors Len Schlesinger...
Global Brand Power Experiential Positioning of A Brand
By Barbara E. Kahn
Building a strong global brand is all about creating that unique position in the market. Here Barbara E. Kahn illustrates the...
From Great to Gone
By Peter Lorange and Jimmi Rembiszewski
New consumers demand a new breed of innovations in the products and services they are using. Below, Peter Lorange...
Building Capabilities in Segmentation Implementation
By Adina Poenaru, Paul Baines, and Hugh Wilson
Segmentation is central to marketing strategy but implementing it is fraught with challenges. In this article, Paul...
Designing Luxury Experience
By Vadim Grigorian and Francine Espinoza Petersen
In luxury brand management, experiences are essential. However, most of what we know about designing customer experiences originates...
Marketing Strategies for a Digital World
By Eric Greenberg and Alexander Kates
In an increasingly digital age, organizations are being rapidly educated about the importance and scale of digital channels, and...
Cross-Border Flows and Client Services
By David Bartlett, RSM International
This article examines the impact of cross-border flows on client demand for accounting and consulting services. The findings of this...
The HUMAN Brand: How We Relate to People, Products and Companies
By Chris Malone & Susan T. Fiske
Social science research tells us that over 80 percent of our judgments can be predicted by fundamental warmth...
A Framework for Organizational Storytelling
By Janis Forman
Taken from chapter 2 of Storytelling in Business: The Authentic and Fluent Organization, this excerpt focuses on the importance of authenticity, the...
Four Truths About Marketing Lady Gaga
By Mathieu Deflem
‘There can be no fame attained, nor any accompanying revenue acquired, in any career based on artistic or other intrinsically valid accomplishments...
Measuring the Relative Weights of E-Marketing Tools for Online Businesses
By Kin Meng Sam & Chris Chatwin
E-marketing strategy is normally based and built upon the traditional 4Ps (Product, Price, Promotion and Place), which forms...
TOP READS OF THE WEEK
AI Search Revolutionises Brand Discovery – Here’s How to Get Noticed
By Claire Snook
In 2025, AI-powered search is poised to become the foundation of how brands connect with their customers. Advances like ChatGPT, SearchGPT, as well as the strategic pivot from traditional search engines toward...
The Lawbreaker: How Deliberate Rule-Breaking Drives Innovation
By Doug Hall
Transformational ideas require a leap of faith. They require you to break free of your “adultness” to allow your mind to run free and unconstrained. This article presents one of the most...
LATEST FROM OUR COLUMNISTS
The Better Boards Podcast Series: Selling Bold Ideas in the Boardroom
The podcast and the article are brought to you by The Better Boards Podcast Series.
Have you ever wondered how to sell a bold idea in the boardroom? Not just an idea different from what your...
