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![Embrace the cool in us all](https://static.wixstatic.com/media/9fc1be_6ae53297fa6a4741ac9fe47f5786dc92~mv2.jpg/v1/fill/w_361,h_226,fp_0.50_0.50,q_90,enc_auto/9fc1be_6ae53297fa6a4741ac9fe47f5786dc92~mv2.webp)
Embrace the cool in us all
As marketers and brand builders strive to understand the markets they serve by creating segmented offerings, campaigns aimed at...
![Digital: The beginning of the end for segmentation?](https://static.wixstatic.com/media/9fc1be_5efea54053134de8a88c54bd0692ddd4.png/v1/fill/w_361,h_206,fp_0.50_0.50,q_95,enc_auto/9fc1be_5efea54053134de8a88c54bd0692ddd4.webp)
Digital: The beginning of the end for segmentation?
We are all familiar with Google, Facebook, Instagram, WhatsApp etc, the backbone of search and communication tools on the web. We see...
![Beware of the Dancing Bear](https://static.wixstatic.com/media/9fc1be_352bb809b8a04c0fb3c73dd398ec591b.png/v1/fill/w_361,h_219,fp_0.50_0.50,q_95,enc_auto/9fc1be_352bb809b8a04c0fb3c73dd398ec591b.webp)
Beware of the Dancing Bear
Everyone is looking to ‘digital’ experience as being the way forward in business. It isn’t on its own, as those of you who read my blog...
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Think before you partner with Starbucks
Some CEO’s I have met recently have asked me what I think about partnering with Starbucks, putting a Starbucks in their retail spaces. My...
![Why one size does not fit all](https://static.wixstatic.com/media/9fc1be_24ae5c21e3624cffb10fbd6e4662fb54.png/v1/fill/w_361,h_207,fp_0.50_0.50,q_95,enc_auto/9fc1be_24ae5c21e3624cffb10fbd6e4662fb54.webp)
Why one size does not fit all
It is a common misunderstanding that in brand and retail, one size will fit all, but careful attention has to be paid to the needs of...
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What is disciplined creativity?
Designing for your customers and not for yourself, avoiding fashions and fads and creating experiences that are connected to your...
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![What is super-personalisation?](https://static.wixstatic.com/media/9fc1be_7b29238c67374c678a28daf0c66b3086.jpg/v1/fill/w_361,h_207,fp_0.50_0.50,q_90,enc_auto/9fc1be_7b29238c67374c678a28daf0c66b3086.webp)
What is super-personalisation?
For a long time I have been an advocate of super-personalisation and have not really been able to understand why, in the banking world at...
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![How we read](https://static.wixstatic.com/media/9fc1be_0bb6a61cafd5416db9410ea642cc994b.jpg/v1/fill/w_361,h_279,fp_0.50_0.50,q_90,enc_auto/9fc1be_0bb6a61cafd5416db9410ea642cc994b.webp)
How we read
In a world that is getting ever more complex, it is easy to forget that simplicity really works... and there are some simple rules that,...
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Why great brands are simple brands
At a time when everything around us seems to becoming more complex, consumers are searching out products and brands that simplify - that...
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![Why does personalisation matter?](https://static.wixstatic.com/media/9fc1be_000befc469a94f0289bd30c7b2217c09.jpg/v1/fill/w_361,h_203,fp_0.50_0.50,q_90,enc_auto/9fc1be_000befc469a94f0289bd30c7b2217c09.webp)
Why does personalisation matter?
An interesting thing happened this week. I was meeting with a CEO in India and we were talking ‘branding’. He said something really...
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![How to build trust so that your brand wins](https://static.wixstatic.com/media/9fc1be_114f27af82cb4e1ca1c10d59757e593f.jpg/v1/fill/w_361,h_289,fp_0.50_0.50,q_90,enc_auto/9fc1be_114f27af82cb4e1ca1c10d59757e593f.webp)
How to build trust so that your brand wins
Three decades ago, the job of a CMO was easy, deliver a compelling message to consumers through the mass media and you will win. Today...
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![How important is celebrity endorsement to a brand?](https://static.wixstatic.com/media/9fc1be_2173d71eda4f4d5897521aa903f0c995.jpg/v1/fill/w_361,h_225,fp_0.50_0.50,q_90,enc_auto/9fc1be_2173d71eda4f4d5897521aa903f0c995.webp)
How important is celebrity endorsement to a brand?
How important is celebrity endorsement to a brand? I read with interest this week that Tata’s Land Rover Brand have teamed up with Bear...