It’s a truism these days that best-in-class organizations see brand as core to their end-to-end business operations, as well as to their end-to-end customer and talent experiences.
Citigroup calls it the Hourglass Theory. As income inequality increases, consumers are polarizing into two groups – the few looking for high-end, highly differentiated and high value-added products, and the many looking for value, and sometimes extreme value.
Account-based marketing (ABM) is a growing, effective tactic in B2B.
The new omnichannel consumer who seems to be always on, and who receives input from many different sources, is a mixed blessing for marketers.
In 2007 The Washington Post carried an astonishing article describing what is now a classic yet valuable social experiment the newspaper had conducted.
