Is Your Brand Meaningfully Different?

As marketing professionals, we’d like to share a quick lesson in one of the fundamentals of marketing having to do with relevance, what we call being “meaningfully different.” Marketers know it’s not enough to be merely relevant to be worthy of a customer’s admiration and loyalty. Something must be relevant different to attain this status. … Read more

Brand Leadership Has A Courage Requirement

Many times, brand-businesses have insights about the future but do not find the courage to act on these insights. Lack of courage occurs for a number of reasons. Costs, fear of failure, complacency, the comfort of manufacturing what the business knows how to make rather than what solves customers’ problems, a chief of manufacturing who … Read more

Voice Assistants React to Sexist Commentaries

There’s no point in denying the significant benefits virtual assistants have in making people’s lives easier, either at work or in daily life. But, as expected, when there are pros, there are cons as well. One con of particular interest is the way in which such bots fuel unfair gender stereotypes. Across the globe, the … Read more

Beauty Is in the Eye of the Holder as Well

Have you ever stopped and wondered what beauty really is? Well, frankly, there should be no definition for this term. Although… there’s an expression — which you’re most probably aware of — that, somehow, explains what this trait is about: “Beauty lies in the eye of the beholder.” However, with so many “norms” and “standards” … Read more

The Leadership Skill Critical To Brand Relevance

The greatest challenge organizations face today is how to stay competitive and categorically relevant given the accelerating pace of change. It’s not change that’s new. It’s the velocity of that change that is new. Information technology has made it possible for a company to be launched and, three months later, have a huge valuation without … Read more

Market Leadership Is Reserved For Trusted Brands

How good are you at predicting the future? That’s what “trust” is, really. A prediction about whether or not someone will live up to your current expectations in the future. The prediction is actually a near-instantaneous subconscious calculation based on a long list of inputs, including the person’s word choice, tone, facial expressions, body language, … Read more

Preventing Big Brands From Destroying The Planet

Despite expected whistleblowing and endless data scandals, the speed technology continues to impact our everyday lives shows how much we’re prepared to invest in this era of uncertainty. Yet, despite ‘brandscapes’ often appearing fickle and callow, there are many good reasons to believe startups will make the difference we need in the world. The decent … Read more