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Author: aathif

Sparity Names Brian Solis as One of the Top 25 Digital Transformation Influencers You Need to Follow

Posted on September 26, 2023 By aathif No Comments on Sparity Names Brian Solis as One of the Top 25 Digital Transformation Influencers You Need to Follow
Sparity Names Brian Solis as One of the Top 25 Digital Transformation Influencers You Need to Follow

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…

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Branding

What’s the Marketing ROI?

Posted on September 24, 2023 By aathif No Comments on What’s the Marketing ROI?
What’s the Marketing ROI?

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…

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Branding

The journey to AI: empowering retail to deliver on experience

Posted on September 22, 2023 By aathif No Comments on The journey to AI: empowering retail to deliver on experience
The journey to AI: empowering retail to deliver on experience

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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Branding

Why Fear Based Advertising Wins

Posted on September 20, 2023 By aathif No Comments on Why Fear Based Advertising Wins
Why Fear Based Advertising Wins

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…

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Branding

How Occasion Segmentation Powers Growth

Posted on September 19, 2023 By aathif No Comments on How Occasion Segmentation Powers Growth
How Occasion Segmentation Powers Growth

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…

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Branding

Does advertising really work? If so, how?

Posted on September 18, 2023 By aathif No Comments on Does advertising really work? If so, how?

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…

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Branding

Managing And Growing Product Portfolios

Posted on September 18, 2023 By aathif No Comments on Managing And Growing Product Portfolios
Managing And Growing Product Portfolios

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…

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Branding

Productively Unproductive

Posted on September 17, 2023 By aathif No Comments on Productively Unproductive
Productively Unproductive

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….

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Branding

The Rise Of Budget Luxury Brands

Posted on September 13, 2023 By aathif No Comments on The Rise Of Budget Luxury Brands
The Rise Of Budget Luxury Brands

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…

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Branding

Building Brands For Now From Then

Posted on September 12, 2023 By aathif No Comments on Building Brands For Now From Then
Building Brands For Now From Then

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…

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Recent Posts

  • Sparity Names Brian Solis as One of the Top 25 Digital Transformation Influencers You Need to Follow
  • What’s the Marketing ROI?
  • The journey to AI: empowering retail to deliver on experience
  • Why Fear Based Advertising Wins
  • How Occasion Segmentation Powers Growth

International Branding Blog - The best branding blog | Articles on brand strategy, terminology, design, exceptional brands, and interviews.

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