Search
![](https://static.wixstatic.com/media/9fc1be_6ae53297fa6a4741ac9fe47f5786dc92~mv2.jpg/v1/fill/w_250,h_250,fp_0.50_0.50,q_30,blur_30,enc_auto/9fc1be_6ae53297fa6a4741ac9fe47f5786dc92~mv2.webp)
![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...
![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...
![](https://static.wixstatic.com/media/9fc1be_7b29238c67374c678a28daf0c66b3086.jpg/v1/fill/w_250,h_250,fp_0.50_0.50,q_30,blur_30,enc_auto/9fc1be_7b29238c67374c678a28daf0c66b3086.webp)
![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...
![](https://static.wixstatic.com/media/9fc1be_62e7b4d4444e456d98e7f6f56258281d.jpg/v1/fill/w_250,h_250,fp_0.50_0.50,q_30,blur_30,enc_auto/9fc1be_62e7b4d4444e456d98e7f6f56258281d.webp)
![How localising impacts Global brands](https://static.wixstatic.com/media/9fc1be_62e7b4d4444e456d98e7f6f56258281d.jpg/v1/fill/w_361,h_277,fp_0.50_0.50,q_90,enc_auto/9fc1be_62e7b4d4444e456d98e7f6f56258281d.webp)
How localising impacts Global brands
The last week has seen me travel to vastly different markets all within the space of seven days. First, Saudi Arabia, second, India, and...
![](https://static.wixstatic.com/media/9fc1be_e34cf360245e44bb9bb4d856d2ff824d.jpg/v1/fill/w_250,h_250,fp_0.50_0.50,q_30,blur_30,enc_auto/9fc1be_e34cf360245e44bb9bb4d856d2ff824d.webp)
![How important is a brand promise?](https://static.wixstatic.com/media/9fc1be_e34cf360245e44bb9bb4d856d2ff824d.jpg/v1/fill/w_361,h_223,fp_0.50_0.50,q_90,enc_auto/9fc1be_e34cf360245e44bb9bb4d856d2ff824d.webp)
How important is a brand promise?
This image should come as no surprise to anyone who has visited a burger restaurant. The carefully crafted photograph on the right, with...
![](https://static.wixstatic.com/media/9fc1be_8307b25731ea42b1be105c97a3f71169.jpg/v1/fill/w_250,h_250,fp_0.50_0.50,q_30,blur_30,enc_auto/9fc1be_8307b25731ea42b1be105c97a3f71169.webp)
![If CMO’s want to win, they must deliver on these six strategies](https://static.wixstatic.com/media/9fc1be_8307b25731ea42b1be105c97a3f71169.jpg/v1/fill/w_361,h_240,fp_0.50_0.50,q_90,enc_auto/9fc1be_8307b25731ea42b1be105c97a3f71169.webp)
If CMO’s want to win, they must deliver on these six strategies
The rules for creating and building brands are changing fast. Social media, content marketing, the younger generation, second screening,...