_

Over 15 years have passed since Harvard Business School professor and innovation expert Clay Christensen introduced the “jobs to be done” theory of innovation but his insights remain timely, relevant, and instructive.  By seeking to understand what customers are trying to do in a given circumstance — what they hope to accomplish — companies can […]

_

What brands should you pay attention to in the coming year?  I’ve just published my list of Brands To Watch In 2020.  Naming one brand per letter of the alphabet, the list includes Amazon and Facebook of course, as well as non-tech sector newsmakers such as Nike and LVMH — and even some unconventional takes […]

_

As 2019 begins, it’s time to reclaim marketing as a key driver of business.  Management guru Peter Drucker once said, “Because its purpose is to create a customer, the business enterprise has two — and only these two — basic functions: marketing and innovation.” Clearly most business leaders embrace innovation as the lifeblood of their […]

_

How are brands such as Amazon, Facebook, Tesla, and Salesforce doing?  These brands were among those I had flagged last December as “Brands to Watch in 2018,” my most popular post of last year.  Given that a very eventful six months have passed, it seems appropriate to provide updates on how these “brands to watch” […]

_

My new book, FUSION: How Integrating Brand and Culture Powers the World’s Greatest Companies, has only been out for a couple of weeks now but it’s already looking like a great success.  It’s gotten nearly 50 reviews with a 4.9 rating and been the #1 new release in a couple of categories on Amazon.  And […]

_

When will marketers learn that eyeballs aren’t worth more than integrity?!  Brand managers and advertising agencies continue to run irresponsible ads and do outrageous acts in an effort to draw attention to themselves.  At best they might get some short-lived PR but more likely they end up just wasting their money — and damaging their […]

_

Now that marketers in practically every sector prioritize content marketing, storytelling is heralded as a brand’s most effective approach to developing content.  It makes sense — people are emotional beings, so we respond to stories because they engage us on an emotional level.  And, as Nicholas Ind and Oriol Iglesias write in Brand Desire, “Brands […]