Strategizing: making strategy happen
You designed a good strategy, put a lot of thought into every detail and looked carefully at each variant. In the end, however, the result was not what you had hoped for. What now?
Impulse, propensity, desire or neuromarketing?
Talking about consumer behavior is challenging, especially in an increasingly digital age. That's why there's a lot of talk about "neuromarketing" as a very powerful tool.
Unidas CMO: "Alliances and benchmarking offer important shortcuts."
Here you'll find incredible conversations with the country's top marketing and innovation leaders, chatting about life, career and the future.
Themes to follow in 2022
These are some of the topics that will be hot to follow in 2022. They will have an impact on all sectors of the economy and business.
Empathy, purpose and connection: The relationship between brands and their consumers
Achieving a good relationship with your consumers depends on some very important factors that can generate a more genuine connection with them. Among the main ones are empathy, purpose and connection. This is not a new concept, but it is something that has intensified over the last two years and deserves a lot of thought.
The day my grandfather soldered the radio dial
A true story about a grandfather who loved listening to his favorite radio program and this loyalty made him solder the device to his favorite station. In this situation, the question that remains unanswered is: is your customer capable of welding the radio to your station? How loyal are they to your brand or service?
A New Handbook for Marketing Directors
Why Chief Marketing Officers (CMOs) must enable real-time marketing to drive sustainable growth
Philips: Learnings from an Inclusion and Diversity Committee
Philips is a case of learning a lot and one of them is Inclusion and Diversity, topics of great importance. Discussing this topic is part of a very effective universe that involves people and meanings. Being in this context allows us to learn and pass on the subject.
Malcolm & Marie: the result of a high-performance team
Knowing best practices can be important for the development of a team. That's why cases help us access the results of a high-performance team, which is very necessary in times of innovation and productivity.
Suvinil's CMO: "Marketing professionals and agencies need to review their concepts."
Here you'll find incredible conversations with the country's top marketing and innovation leaders, chatting about life, career and the future.