Writing That Works At Work

Prof. dr. Koen Pauwels, Distinguished Professor of Marketing at Northeastern University, talks about how mature and emerging markets imply different levels of importance for a brand’s assets; what and when to measure; and much more – all through the lens of his impressive studies and work experience.

Dr. Erich Joachimsthaler, founder and CEO of Vivaldi and award-winning author, explains why the creation of value has shifted towards the consumer side and how digital business models can help brands transition to an interactional relationship with consumers, all with eye-opening examples.

Theo van Uffelen, seasoned marketer (Unilever, Coca-Cola) and European marketing manager at Yakult, talks about purpose; the role of marketing and branding in organizational cultures; how marketing and marketers have changed over the years; and how to build a high-performance (marketing) culture.

Prof. Rachel Kennedy, founder and director of the Ehrenberg-Bass Institute for Marketing Science – the world’s largest center for research into marketing – explains evidence-based marketing; why advertising matters; how brands really grow; predictability of competition; and two important marketing laws.

Ingeborg Blaauw, Aviko’s intl. marketing manager, explains how the brand surpassed $1Billion by adding more value to the most generic of products – the potato. A case study on over a decade of outstanding marketing work.

Google’s chief measurement strategist, Neil Hoyne, brings clarity to how data and marketing come together; what and how to measure; moving beyond a single transaction; embracing human nature; and more. Concrete examples and spot-on metaphors outline a solid course of action for marketers everywhere.

The famous David Aaker reflects on disruptive innovation and the imperative of building brand credibility. From the evolved equity model to brand stories – an insightful guide for modern brand building.

Mars Wrigley’s Joanna Lepore peeks into the future through foresight – a careful combination of creativity and science, that mixes strategy, marketing, and insights – to imagine relevant and objective outlooks for her organization.

Digge Zetterberg, Frontify’s head of communications, talks about what makes Scandinavian brands so successful – from the relationship between brands and societal values to democratizing products, and everything in between.

World-renowned research professor Jenni Romaniuk of Ehrenberg-Bass underlines why growth doesn’t always match the plan and what areas to focus on when following brand growth: the customer base, non-buyers, availability, and category entry points.

Listen to Unilever’s brand, marketing, and communication director, Kris Michiels, on how strong brands are created. As he rightly mentions, the essence of our job as brand leaders and marketeers is strengthening brands from the core – and, in this episode, he suggests how.

McDonald’s Global CCO @ DDB, part of CMC’s Advertising Hall of Fame, discusses his experience with building an efficient infrastructure of sharing creative ideas globally in the DDB network.

In this Branding over Wine podcast episode, Jim Misener, president at the agency 50,000feet, explores the crucial role of branding in the world of tech. He breaks down how the stories, values, and aesthetics of brands help people connect with and understand the technology that shapes their lives.

In this Branding over Wine podcast episode, Obabiyi Fagade, commercial development manager of global brands at Heineken, explains the importance of embracing the local while remaining open to global influences. In Africa’s emerging markets, for example, marketers have the opportunity to elevate local cultures in their brands, but they must be open to change and outside influences to do so.