“Creativity is whatever isn’t something else.” Peter Shillingsburg There is no doubt about the contribution of creativity to marketing effectiveness. Brand size and creativity are in fact two of the most……
Category: Strategy
Long, Short & Wrong
Fantastic article by Tom Roach, Exec Strategy Director at A&E DDB. Tom clarifies with evidence and examples that it’s not just short-termism to be wrong and rightly getting a lot……
Differentiation vs. Distinctiveness
If you want to learn more about the difference between differentiation vs. distinctiveness, you should have a look at Jenni Romaniuk’s writings, including her books and her latest post on……
Introduction To The Buyer’s Journey: My Webinar At 24Ore Business School (Italian language)
The difference between yesterday’s marketing vs. modern marketing primarily resides in the time, energy, effort and budget spent between the top, middle and bottom of the buyer’s journey. In yesterday’s……
Can online media build a brand?
I decided to report here, for my and your records, slices of the thread that has followed my post on LinkedIn about online media being overrated as a brand building……
Marketing in a time of a crisis – getting ready for the rebound.
Among the many changes driven by Coronavirus, the pandemic is forcing us to re-evaluate our marketing strategies; it looks increasingly certain that it could bring a recession in 2020-2021 after……
Strategic Narrative & The Covid-19 Crisis
Love this short LinkedIn post from Andy Raskin, which I entirely report here below. The crisis is helping me understand what “strategic narrative” is. I guess because I write about……