International Branding Blog – Conneting brands to the universe
TechReport just named Brian Solis as one of the 15 ‘must-follow’ tech visionaries. Social media platforms like LinkedIn and Twitter / X have become more than just places to stay in touch with your network. They’re now powerful marketing tools, with many companies leveraging their capabilities and spending billions of dollars on them. Given this,…
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In an effort to bring more of the rigor and discipline of financial analysis to marketing decisions, a number of scholars and consulting organizations have attempted to apply financial investment models to the management of multiple products within the firm. After all, firms manage portfolios of products. At first blush, this seems like a reasonable…
While shopping for party clothes for his daughter, Shridhar Marri had his epiphany about where e-commerce should head. His daughter had just graduated from Syracuse University, and she had very specific requirements for the parties to follow. She wanted “effortless cool” that was “minimalistic, elegant, and not extravagant.” And none of the beauty products could…
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…
