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Marketing & Brand Strategy

ALL INSIGHTS

Interview

Piloting a biotech leader to greater growth

– Growth in a dynamic biotechnology industry requires empowering teams, making real-time adjustments, and shifting the mind-set... to accelerate toward the end goal.
Interview

Driving toward growth: Making difficult decisions and placing the customer first

– The key to above-market growth at Aliaxis is a mind-set that keeps the customer first.
Podcast

Discussions in digital: Making machine-driven marketing work

– To work effectively with machines, marketers need to set up guardrails, then let the machines crunch the data and the humans focus... on creativity and personalization.
Article

The commercial response to cost volatility: How to protect margins against inflation and tariffs

– For companies that respond strategically, input-cost increases can be an opportunity to restructure pricing, upgrade sales skills,... and improve account management.
Article

Marketing’s moment is now: The C-suite partnership to deliver on growth

– Is your marketing executive a Unifier, Loner, or Friend? The CMO’s rapport with the C-suite is crucial in establishing marketing’s... role as a growth driver.
Article

Six governing considerations to modernize marketing

– Legacy structures and operations are keeping companies from taking full advantage of technology.
Interview

The importance of innovation and purpose in capturing growth

– At British telco giffgaff, growth comes from a formula for making the best decisions.
Article

How much is your company worth to its customers?

– Established companies with long histories of performance, increasingly face new competitors with no track record and lower prices.... What’s the value of experience?
Article

Agile in the consumer-goods industry: The transformation of the brand manager

– In the consumer-goods sector, agile ways of working aren’t an all-or-nothing proposition. Success depends on knowing where... and how to deploy them.
Video

How to modernize an established brand to drive growth

– The key to Wendy’s successful transformation? Staying true to the brand while using data to better serve customers.
Article

What Singles Day can tell us about how retail is changing in China

– Singles Day is the largest single-day sales event globally, but new trends are changing what it means inside and outside of China.
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