For the first time I came to understand that something valuable can be best understood not by its presence, but by its absence. Kris Tompkins, President and co-founder of Tompkins……
Blog
Which side are you on?
If brands cannot add something positive to the current situation, they should shut up and leave the job to those who can. The debate is on.
Strategy Models for Marketers (and Content Marketers)
When requested to design a marketing strategy to overcome a specific problem, we (marketers) often confuse goals with strategy. We start with goals, and we stop with goals – without……
(Content) Marketing in a Time of Recession
Note – I wrote this short piece for Hubspot’s 2023 State of Marketing Report, published in June 2023. As I write this, it looks increasingly certain that the unprecedented energy……
Brands sell diversity, but don’t practice it
A principle isn’t a principle until it costs you something. William Bernbach It was March, 2017. On the eve of International Women’s Day, State Street Global Advisors, which manages some……
AI Efficiency, Human Creativity: How Can AI Help Us Write Better Content?
As I write this, I am using AI. Actually I am writing the full post, without any AI support, but I have used AI-assisted tools to select the topic, get……
Content Marketing: market consolidation
Published on LinkedIn (xx April 2022) This morning Rock Content announced the acquisition of WriterAccess, in a content marketing consolidation move. But what does exactly mean? And where is the market going? Here……
MotM
In the past few years I’ve been assigned a few awards, all in the marketing category, which is what anyone should expect from me, considering what I do (exactly that……
Back to school
After nearly two years of zoom, gmeet and team, last week I was back teaching, in presence, in Milan. It was so energising! On Saturday, I completed the storytelling, business……