International Branding Blog – Conneting brands to the universe
Buckle up, marketers. You are in a front row seat on a ride to the next revolutionary iteration of the internet: Web3. Conceptually, Web3 is a decentralized, permissionless, trustless internet experience—not requiring the support of a trusted intermediary—that employs peer-to-peer interaction and meritocracy to put power and ownership in the hands of individuals rather than…
CEO’s letters to shareholders that accompany annual reports of the firm almost always address to two things: cash flow and plans for growth. Cash flow is a measure of the firm’s current profitability and plans for growth address future cash flow. Strong cash flow and credible plans for growth are key indicators of the health…
Nike CEO John Donahoe recently gushed about Generation Alpha, the under 12 demographic that comes after Gen Z: “The way most companies look at consumers is ‘well, who’s got disposable income?’ We don’t look at it that way. We look at, who is setting the agenda? Who is the future?” Many marketers are starting to…
A lot of companies fail. We know that for a fact. What we don’t know is why even well-funded startups fail. Even though 8 out of 10 new brands never make it, no one can really say for certain what went wrong. There are plenty of contributing factors and routinely cited reasons… If you Google…
Read More “Why startups fail — getting to the bottom of it” »
Savvas Stavrinos, pexels.com by Ari Bendersky for Salesforce 360 A key to building more trust with customers? Be more human. Marketing guru Seth Godin and Salesforce vice president and global innovation evangelist Brian Solis offer their take on how to build customer trust. For many companies, being seen as trustworthy by customers is an ultimate…
Read More “Seth Godin and Brian Solis Discuss How to Make Your Brand More Trustworthy” »
Recently, a Venture Capital intern asked me to explain marketing to him at the end of our two-hour interview. While I have spent more than 40 years working on hundreds of successful marketing campaigns for almost as many brands, and while I could spend days talking about the nuances of marketing research, brand strategy, brand…
Jobs to be Done is a way to understand why customers behave the way they do. It lays the groundwork for on-target innovation by digging deep to uncover what people are really seeking in a purchase occasion and what vectors exist for new ways to perform. Done right, this approach is both expansive and precise,…
Read More “The Primary Driver Of Customer-Centric Innovation” »
Video shot at The CMO Club Innovation Forum in West Hollywood, Calif. If you’re given the choice between being a consumer or a stakeholder of your favorite brand…, which would you choose? This is an important consideration for brands in the next web. Oftentimes brands and businesses in general think transactionally. Since the pandemic the…
In my book DEEP PURPOSE I detail a new mindset about purpose, one that forces executives to rethink what they do. But rethinking isn’t enough. You must move forcefully to put deep purpose into practice if you are to reap its benefits. Here are nine ways to translate a deep purpose mindset into leadership action….
In 2013, Pharrell Williams had a huge hit song called Happy. That song played everywhere. Happiness was all around us. Now, it appears as if we really need to be happy. Having been released from our Covid confinements, we are looking for ways to get happy again. Type in “happiness” for the last month on…
