The five pillars of brand growth supported by marketing science
What does marketing science actually say about growing a brand? After years of public disagreement, Byron Sharp and Mark Ritson identified five proven principles for brand growth. Here’s what mental availability, distinctiveness, consistency, mass reach, and brand purpose mean in practice, especially for brands without Fortune 500 budgets.
Focus on this one marketing priority to stand out in a noisy world
Focusing on this one marketing priority can provide a key to differentiation and standing out from competitors in the long-run.
How to use AI to become a genius
AI can make us smarter but can it push us to new levels of insight and personal achievement? Mark Schaefer shares a case study that shows how we can use AI to become a genius.
Content creator angst: You can engage yourself broke.
A round up post featuring content creator angst, the decline in social media use, and a focused idea for AI implementation from Mark Schaefer.
Drucker’s five questions connected to marketing strategy today
Peter Drucker’s five questions have been around for more than 40 years but they lie at the heart of modern marketing strategy today.
Three marketing truths for turbulent times
In uncertain times, here are three marketing truths to hold onto.
Strip humanity to its essence and you’ll build a durable business
Building a durable business is not dependent on Facebook ads or a new logo. It’s tapping into the elements of humanity that never change.
The AI Challenge Marketers Aren’t Talking About
Futurist Mathew Sweezey challenges us with new marketing realities. The AI challenge is not technical. It’s human adaption to speed and the new “brand brain.”
Five ways to influence your brand message when consumers are in control
Brands no longer have control of the brand message but these five strategies can provide influence that keeps the core story intact.
Why strategic imperfection is your essential strategy to beating the bots
When competitors use AI to achieve Hollywood perfection, go the other direction. Strategic imperfection is a major trend right now and a key strategy to beat the bots.