This course will equip you with a distinct, factual, and powerful value proposition that assures your audience that you know exactly who you are, what you offer that no one else can, and how it will improve their life. With a great value proposition in hand, there’s never any doubt of what you bring to the table.
Experts reflect on the state of the branding industry in their particular region, highlighting fundamental rights and wrongs, along with possible solutions. Each edition tackles a different part of the world.
The Roundtable gives global branding leaders the opportunity to discuss key issues and trends in depth.
Don’t Panic! is a monthly 1:1 interview series with a fearless leader to discuss the key growth challenges of their brand – and how they’ve tackled them head on.
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Got itEach month we’re inviting one international marketer or brand manager we admire for a candid conversation about how to grow viable brands and businesses. Let’s see what worked and, just as important, what didn’t work for these amazing practitioners by addressing the hurdles of global marketing management.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
We've invited experts from around the world to tackle important subjects for any brand leader. We question if purpose really is for every brand, think of ways to get closer to your consumers through data-driven personas and micro-actions, discuss how sonic branding can help your impact and memorability, and more.
Given the amount of commentary claiming copywriting to be in jeopardy as a profession, what with all the generative AI going around and whatnot, we thought it the perfect moment to get 3 of our industry’s most revered copywriters together to tell us all what’s what.
Is it possible to anticipate changes in culture when it moves at such a rapid pace? This may be the wrong question to ask. Instead of trying to keep pace with culture, why not try to create it? Brand professionals can then seek innovative avenues—whether in the metaverse, Web3, or elsewhere—for the new things they wish to build.
Neuromarketing, which measures neural and physiological responses to certain stimuli, offers incredible insight into customer motivations, preferences, and decisions. It can empower creatives, reward strategists, and most importantly, satisfy customer needs on a profound level.
Hollywood promotes love and big gestures as if the latter leads to the former. But just as love needs to be proven through everyday actions, and not just the occasional big gesture, so should brands try to keep the spark alive with their consumers and fans. Easier said than done, right? Let’s see what the experts have to say.
Should you invest in a really creative purpose or should your purpose simply be to offer the best products and services? Find out from Philips, Purpose, cg42, and Glocalities when a purposeful strategy impacts your brand equity for the better – and when it doesn’t.
What are the brand imperative, practical execution, and market validation of a strategic sonic branding project? Join us for an open discussion between a professor, a brand expert, an agency leader, and a market researcher on both the quantifiable and qualifiable science behind a coherent sonic brand.
Using personas as target audience descriptors helps inspire clients, creatives, and internal marketing stakeholders, but if you want to win pitches or get marketing projects approved, inspiration is no longer enough. Clients and managers demand more and more that target audiences be based on facts and figures – and rightfully so.
Whether you’re an early-stage founder, small business owner, or mission-driven nonprofit, the cornerstone of a strong brand is a clear value proposition. This is how you develop one that’s built to scale.
Customers buy value, not features. Learn Perri’s practical framework for B2B marketers to define, validate, and communicate unique value stories that turn prospects into buyers.
If you’re a leader in communications, content, or marketing, then this multi-week executive program will take your mindset and career to the next level—one built to stand the *tech* of time.
Are you a public relations expert looking to establish yourself as a more strategic partner for brand leaders? Learn how adopting an editorial mindset can help make that happen.
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