So many companies make the same mistake when marketing to women. They don’t create a personal, emotional connection. It’s the biggest error a business can make, yet I see it happen over and over again. Instead, companies market aspiration. They tell how their products will help achieve unattainable standards when all women want is someone to […]

  Adam Jackson Athletes have long been the face of brands. In fact, they’ve long been more than that — they’ve been the soul of brands. Think about it. Athletes, for example, don’t just represent brands. They epitomize them. Nike doesn’t sell shoes. Nike empowers athletes like Colin Kaepernick. Now, companies like Nike brand by way of athletes because it’s a smart […]

By Alisa Dereza Purpose – “If you have a purpose, everything comes easier.” → Nico Rosberg, the 2016 Formula One champion and tech investor, and Stephen Kaufer, the CEO of TripAdvisor – “Any idea needs to have an impact” → Olivier Robert-Murphy, Global Head of New Business, Universal Music Group – “Having purpose for the brand is important for customers […]

By Alexa L For me, the definition of a luxury is that rather than being a necessity, it is an indulgence, it has to be expensive, resplendent or extravagant and elegant. Luxury fashion therefore could be any item of clothing or accessory that matches these features. Brands such as Gucci, Louis Vuitton, Prada etc. are […]

Marketers experimenting with influencer marketing are finding it difficult to move beyond the experimental stage, according to a new report by Traackr, the influencer relationship management platform. Although more companies have pushed their influencer marketing toward tactical programmes in 2018 (47%, up from 28% in 2017), there’s still a clear lack of more advanced programmes. “This ‘tactical trap’ […]

And that place might be social media Much like the late comedian George Carlin, Gene Petrov wanted “a place for my stuff.” For Petrov, that locale was online. “I found my place on social media and you can too,” he said. Petrov taught himself social media and marketing. Now he runs his namesake Gene Petrov Leadership and Marketing Consulting. […]

By Laura Desmond On bone saws, Khashoggi, and foreign policy Editor’s Note: No Mercy/No Malice is a column from Professor Scott Galloway, where he shares various reflections on business, tech, and life each week. Feelings are biochemical mechanisms that all mammals and birds use in order to quickly calculate probabilities of survival and reproduction. Feelings […]

Being ‘authentic’ is not just a nice idea, but something that has a massive effect on your health, mental state and even longevity. As well as that, developing a strong sense of your own authentic brand unleashes you onto the world in a wonderful new way. That is, if you do it right. It has […]

Historically, smaller scrappier armies heavily outnumbered by larger foes would use their speed and agility to excel at a military strategy called Guerrilla warfare — a hit-and-run approach to war used to pick apart gargantuan (but slower-moving) armies. Think of the small nerd in grade school getting bullied by a group of teenage boys that are quite […]

by Jon Hollamby Somehow we’ve gotten into the mindset that a logo — this thing that does nothing more than identify us — is so incredibly important. We build our brands around them and when we get bored or when the sh*t hits the fan, we re-design them. We manipulate them until they look better, sharper, cooler — anything to try […]