For many brands, personalisation of their customer interactions is now a big focus and adapting this to customer experience (CX) has become crucial for their success.

With global audiences of over 500 million, the question facing brands and advertisers has evolved beyond whether they should engage with esports to how they should maximise engagement.

After years of investment in marketing data analytics, many CMOs are frustrated and preparing to cut their losses. Gartner’s new

The increased role of brands in public life provides a potential win for them and society.

Depending on how long you’ve worked in marketing, you’ll likely have heard this phrase quite a bit

In the book Humanizing B2B, Paul Cash advocates five universal principles of how companies and marketing teams need to start thinking.

In last month’s Empower publication we discussed the importance of businesses facing into post-lockdown challenges by doing ‘fewer, bigger, better’.

Rituals are co-created from the bottom up: brands can only create the conditions, trigger the situation, and encourage the movement.

Beyond product re-engineering, brands require consumers to take action to accelerate the change.

We now expect that kindness to be reflected back at us by the businesses and brands we invite into our lives.

Global companies are putting more focus on markets or regions where there is greater growth potential.

Just as the future of the workplace is being reshaped, so is the future of how teams will be staffed.

UK businesses are not realising return on investment from their biggest assets – brands.

Nowadays a ‘creative’ doesn’t have time to think, thinking just gets in the way.

Laughter is a powerful motivation but, in current advertising, laughter is looked on as trivial

In categories where many brands are essentially selling the same product or service, the only ostensible difference is the experience.

All businesses should be talking about how to better balance profit against more people- and planet-positive behaviours

The last week has made the need for allyship and action feel more urgent than ever. We’ve seen horrendous news stories regarding women, dismal stats about the gender divide...

How do you win at marketing? You find ways to create value.

International Women’s Day comes but once a year. But, I’m a woman all year round. 

Customers increasingly expect that interactions with their bank will be as sophisticated, immediate and personalised as their experiences with other industries – such as retail (e.g., personalised recommendations), transport (e.g., ride hailing) and hospitality (e.g., home-sharing platforms).