Advertising Alone Cannot Create Brand Premiumness

Most non-luxury brands try to advertise their way into premium pricing. Nearly

What Cheetos, Geiko and Lindt Understand That Most Brands Don’t

Last week, in a meeting about brand strategy, someone asked me whether

The ROI of Art

Last time I checked, the debate about data killing creativity was still

It Will Always Be About: “The Work. The Work. The Work.”

My love story with advertising started inside an old movie theatre, on

Slides That Stick: How to Make PowerPoint Your Ally

Let’s be honest: as marketers, we spend much time fiddling with

VTS - The Empathy Building Technique

VTS or Visual Thinking Strategies was one of the highlights of my

Price Power - The Hidden Metric Bridging Marketing and Finance

In boardrooms worldwide, marketers' comments are often overshadowed by finance colleagues.

The Difference Between Marketing Strategy and Advertising Tactics

I realized I often use interchangeably (marketing) strategy with advertising (tactics). I

Compounding - The Most Powerful Force in the Universe

In the marketing domain, there is a superpower so impressive that even

Navigating the 1st Year of the genAI Revolution in Marketing

As I am about to "close the books" for 2023,

Artificial Intelligence and Creativity

In the future, all creative marketing processes will be governed by AI.

Engineering Marketing - How Systems Engineering Can Boost Your Marketing Success

When I started this blog, I dreamed of the day I would