International Branding Blog – Conneting brands to the universe
Brian Solis was named as one of the top 25 digital transformation influencers to follow by Sparity. IT industry is growing at a rapid pace, regardless of the global situation. Most organizations don’t need to be persuaded to go digital at this point. Today, it’s become abundantly clear that digital transformation has the potential to…
At the Cannes Lions a few months ago, Mastercard CMO Raja Rajamannar and CFO Sachin Mehra gave a joint talk on the CMO/CFO relationship called “Happy Tension.” Raja described the typical dynamic this way: “It’s shocking that less than 40% of the finance people think that marketers can make sound commercial decisions, leaving the remaining…
Brian Solis will keynote GDS’ special event, “The Journey to AI: Empowering Retail to Deliver on Experience.” Customer expectations have reached unprecedented levels. With dynamic and changing needs, customers want to be understood, they want their next steps anticipated and they aren’t afraid to use multiple channels and devices to find answers. Yet, the sheer…
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Brands and businesses are talking more than ever about the environment. The percentage of ads tested by Kantar LINK with some sort of social or environmental message (SEM) held steady at 2 percent or less from 2010 to 2019. From 2020 to 2022, it tripled to 6 percent, and is at 5 percent year-to-date. That…
Market segmentation is fundamental to marketing. Segmentation is evergreen when it comes to building and managing brands. J.M. Smucker, purveyor of jams, jellies, Jif peanut butter, Folgers coffee, Uncrustables, Carnation evaporated milk and pet food items including Milk Bone dog biscuits and Meow Mix, has just purchase Hostess brand snack foods. Hostess makes Twinkies, Ding…
Every business owner on earth has asked this question at some point or another… They lament, “does advertising really work? Am I wasting my money? Please, someone, explain to me how this all works.” I will do my very best. Am I biased? Absolutely. I’ve been in advertising for a long time, so I admit…
Most firms, and the managers who operate them, seek to grow. Indeed, a review of most CEO letters associated with annual reports, finds growth to be one of the two most frequently identified objectives (the other is cash flow). Growth, or at least well-managed, profitable growth, is important for many reasons. It makes the firm…
Dwight D. Eisenhower reportedly prioritized his work life by classifying tasks as important or not important, and urgent or not urgent. The resulting two-by-two graph became known as The Eisenhower Matrix and it influenced a lot of thinking in work productivity. We generally spend far too much on work that is urgent but not important….
Recently, Ian Schrager, entrepreneur, hotelier and co-founder of famed Studio 54, decided to create hotels that are luxury but without the services and amenities. Mr. Schrager’s hotel vision is luxurious experiences that do not depend on multiple on-site staffers and niceties. His vision is a segment he calls Economy Luxury. According to Mr. Schrager, the…
In 1994, when Jim Collins and Jerry I. Porras wrote Built to Last, they were referring to Visionary Habits of Successful Companies. Their highly influential book focused on the results of a six-year research project into what makes enduringly great companies. Their stated goals were: “to identify underlying characteristics that are common to highly visionary companies” and…
