Marketing Strategy
The hidden treasure of Self-Generated CRM Data
How businesses can unlock valuable insights from their own CRM systems through human-centric segmentation.
Perspectives on brand, culture & growth
Marketing Strategy
Brain Rot is Taking Over
Oxford's 2024 Word of the Year captures digital exhaustion from low-quality content — why simplicity wins the masses but B2B decision makers need more.
Global Expansion
From Global Vision to Local Connection
How global brands balance universal appeal with local cultural relevance — introducing the concept of 'hard points' and 'soft points' in brand strategy.
Global Expansion
The 3 Levels of Global-Local Strategy: How Brands Can Adapt Across Markets
How global brands successfully balance worldwide consistency with local market relevance through three strategic approaches to glocalization.
Brand Strategy
The Art of Repositioning
What happens when a brand's established position no longer serves its purpose — and how to reposition authentically.
AI & Technology
AI's Hidden Impact on Creativity and Learning
Just as the internet created new roles like web designers and social media managers, AI is ushering in new professions while transforming existing ones.
Tourism & Hospitality
The Future of Tourism is Tribal
Concentrating tourism in major cities creates unsustainable pressure — a 'tribal' approach can distribute visitors across lesser-known Italian destinations.
Consumer Behavior
Back-To-School Brand Campaigns Are Up for Grading!
Grading 2024 back-to-school brand campaigns — which strategies resonated and which fell flat.
Marketing Strategy
THE SWIMMING POOL STRATEGY
Focus marketing efforts on specific customer 'tribes' rather than trying to appeal to everyone — using Nike and Danone Hi-Pro as examples.