Marketing And The Paradox Of The Next Big Thing
June 27, 20244 min
The best thing about marketing is also the biggest challenge facing marketers: the next big thing.
NEW THINKING
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June 2024 - Branding Strategy Insider
Breaking Down Attribution: Why It’s Failing Marketers
June 26, 20243 min
A data science colleague and marketing science professor challenged my thinking this week with a provocative statement – he said that “attribution” may have been the worst invention in marketing science.
Replicating A Brand’s Success Internationally
June 25, 20242 min
Replicating a brand’s success internationally can be a great way to multiply its profits. Culture and customs vary across the world, however, so what makes a brand successful in one country does not guarantee success elsewhere.
Why Most Brands Are Not Built For Politics
June 24, 202416 min
Are politics good for brands? Politics come in different flavors for brands. Contributing to community organizations and lobbying for business-friendly policies are relatively uncontroversial.
What do McDonald’s, Target, Walgreen’s, McCormack, Applebee’s, Campbell’s, Kellogg’s and other national brands have in common today? Each is having a comeuppance. This is long overdue.