The secret of big strategy today lies in clever tactics
In the US in the 1980s, an ad run on three television networks would reach 80% of consumers. Today some segments don’t even consume media...Read more
Teens don't care about privacy, right?
Changing attitudes towards online privacy among teenagers has huge implications for brands. But the assumption that young people are indifferent about their online lives and...Read more
Is letter writing a dying art form?
Hopefully, not. Recently, there has been reignited interest in letters thanks to two notable books: Letters of Note by Shaun Usher and To the Letter...Read more
Brand relationships in the world of smart technology
As presented at the Marketing Society 2013 Annual Conference, Paul Kemp-Robertson describes four fascinating trends that flow from emerging technologies and new consumer behaviours which...Read more
Tags: Paul Kemp-Robertson, Market Leader, March, 2014, nike, accenture, Coca-Cola, Toyota, Vodafone, Delta Airlines
Strategy is more dependent on courage and humility than talent and charisma
Misconception: Leaders need to be charismatic.If you ask CEOs to nominate the business leaders they have most admired, they will invariably refer to a small...Read more
Please can we ban the C-word?
Words get stripped of their meaning if used too often. This is called semantic satiation: words progressively lose their potency through over-repetition. Our business overflows...Read more