Work is theatre and every business a stage,’ wrote James Gilmore and Joseph Pine in their 1999 book, The Experience
How to manage talent in the wider experience economy
Empower
It's complementarity these days, rather than advertising
When consumers like a particular campaign, it is facetiously observed that they are ‘buying the advertising’ as well as the
The agency model is broken - but you can fix it
The current 'one size fits all' commodity model is no longer fit for purpose. The future will need to be
In search of authenticity
The world of business is fast realising that creativity is too valuable to be left to the creatives. Whether the
How we learn socially is key to marketing
Within an hour of being born, humans are busy copying and learning from the actions of those around them. Mark
Should public relations be part of marketing?
Not so long ago public relations executives had to fight for a seat at the table to be heard, to
The consumer psyche: irrationality rules
Attitudes and behaviour refuse to follow logical patterns, says Melanie Howard
Centuries after the Enlightenment there is still a mighty
What can we learn from firms in Silicon Valley?
As part of a group of IPA agencies, I recently completed a whirlwind tour of 18 of the most successful
Forget brand preference, go for brand relevance
Brand expert David Aaker examines the assumptions and resources required for two alternative growth strategies: concentrating on getting the brand
How to be simply better
IN BARWISE and Meehan’s seminal book, Simply Better, the authors laid the groundwork for the ideas developed in this
What Muslim consumers expect
In this exploration of the world of the Muslim consumer, Miles Young outlines the important features marketers should understand. It
This much I’ve learned
The best advice I ever got …
‘Be yourself because you’ll never be as good at trying to be
How to get more ‘soft power’ to your elbow
Attraction and seduction, rather than domination and coercion, are the keys to persuasion, says Melanie Howard
I’m devotIng this piece
Story power + experience = brand legends
In the article ‘Storytelling in a virtual world’ (Market Leader, Quarter 3, 2011), Julian Saunders argues that the decline of
Never astride a fence
JOHN HEGARTY doesn’t sit on fences. He says what he means and manifestly means what he says. In a business
Call centres, CRM and cows: why modern service marketing is not like cattle farming
Technology creates pressures on marketers as well as the tools to relieve them. Reports, communications, planning, analysis and market research
What the agency model can learn from other markets
There is a lot of talk in marketing, and quite rightly, about the difference between price and value. But there
Strategies from a new generation of challenger brands
As we move into what looks to be the most severe downturn most of us have worked through, we will
New McDonald's gains momentum
Judie Lannon talks to Jill McDonald, the Marketing Society’s Marketer of the Year, about how McDonald’s learned to listen.
JUDIE
Managing brands in recession: a CEO responsibility
Unfortunately, the value of brands, both in the consumer's mind as well as on the balance sheet, is not always
Are your costs too low?
When Kraft announced it was taking over Cadbury, it wasn't long before a hefty round of cost-cutting started. But is