Emotion has a huge role to play in determining which brands people buy and when. However, ignoring the interaction between emotion, recognition and brand associations risks motivating no one. To avoid the emotion trap marketers must figure out how to harness the power of emotion… Read More
There is a common expectation that Gen Z, the generation born between the mid-1990s and the early 2000s, are just an exaggerated version of millennials. Do a quick search about Gen Z’s behavior and you’ll find definitions such as ‘millennials on steroids’, and descriptions of… Read More
The auto industry is undergoing a large-scale disruption, not seen in its over 100 year history. Connected mobility, autonomous driving, digitization and electrification are driving change at unparalleled speed. Around the world, there are 1 billion cars in operation today and 75M new registrations every… Read More
September has been a busy month for QNET, as the Asian direct selling company hosted its biggest extravaganza in the Middle East for the year—V-UAE 2017, a direct selling convention attracting over 10,000 attendees annually. Ecommerce brands have moved towards hard sell to focussing more… Read More
In the media and communication arena, it’s easy to get sidetracked by the constant debate about which publishing platforms and delivery mechanisms are effective or relevant in today’s rapidly-evolving landscape. ‘Are newspapers worth it anymore? Or is the internet the only place where audiences reside?’,… Read More
Unless you’ve been living in a cave, with no cellphone connection and no newspaper rounds, there’s one topic of conversation in the PR industry. That is the expulsion of Bell Pottinger from the UK’s Public Relations and Communications Association (PRCA) for its work with the… Read More
This past summer, I attended the Cannes Lions International Festival of Creativity, one of the year’s biggest gatherings for advertisers. There, some marketers told me they are feeling uneasy. Chief among their concerns are the issues of viewability, online ad metrics and brand safety. We… Read More
For centuries, marketing and advertising have been used as means to shape people’s perception and influence their behavior. From powering political campaigns and fueling public debate to introducing new inventions and promoting landmark events, marketing and advertising continue to demonstrate their sheer power to define… Read More
When it comes to programmatic advertising or marketing automation in general, media and or technology experts usually lead the discussion, while creation often remains sidelined. However, in a world of advertising where computers are increasingly performing control-based processes, creation is an important criterion of differentiation… Read More
Digiculture – the perfect term to describe the culture today’s world lives in. In digiculture, the transformation of society and generation into a digitally charged collective is real-time. Transportation presents itself in the form of Uber. No more waiting in a que after a long-haul… Read More
