Marketing

Should brands on Twitter talk like teenagers?

On May 28, a rogue account masquerading as the official Twitter presence of RC Cola (@OfficialRCCola) was suspended. The account joined Twitter in April of 2017, and had developed a following that surpassed the official RC Cola account. Recently, the account fooled its followers into believing that it was taking potshots at the Trump administration, […]

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How brands can adapt to search on a user driven internet

Just two internet behemoths now command one-fifth of the global advertising market. Search results, and the ads that come along with them, matter for everyone: from loud, fast, uninhibited Silicon Valley companies like Uber, to humbler local businesses. The results platforms like Google and Facebook offer consumers are gaining trust, and often provide the final […]

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The end of "woke" branding

In 2004, Dove launched its Campaign for Real Beauty, an ad campaign that broke from traditional beauty advertising, which emphasizes impossibly thin, blemish-free bodies. Instead, their ads were populated by women of all shapes and colors. The campaign’s inclusive message garnered buckets of media adoration and industry awards for parent company Unilever. Dove’s viral hit […]

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Ice cream and rainbows: The digital savants reinventing the museum experience for a new generation

If a pink swimming pool full of ice cream sprinkles and a room full of melting popsicles ignites your Instagram feed, this is your year. The thought of going to a museum can often bring up school-age nightmares of being trapped for hours among dusty old displays. But a new generation of whimsical museums are […]

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Fusion of tradition and future: Jean-Claude Biver on digital marketing and luxury brands

Within the highly traditional, risk-averse luxury Swiss watch industry, Jean-Claude Biver, president of LVMH’s Watch Division, has always been something of a maverick. In 1982, with the mechanical watch industry on its deathbed, he bought and revived the 282-year-old Blancpain. In 2004 he transformed Hublot from a small brand into a major global name, emphasizing “the […]

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Markets of one: After years of hyperbole, mass customization is finally within our grasp

We are, all of us, sitting on a gold mine. For the last three decades or so, we have been collecting a treasure trove of digital information on everything from changing weather patterns to the spread of infectious diseases. We have digitized the history of the world’s literature. We track and store the movements of […]

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Interview with Manos Xanthogeorgis, Head of International Digital Marketing

Manos Xanthogeorgis, Head of International Digital Marketing at Sony Music Entertainment, talks with IBM Global Leader, Strategy & Design at IBM iX, Robert Schwartz about the marketing challenges (and perks) of the international music industry, including surprise album drops, social media disasters, and countries still hooked on CDs. Manos Xanthogeorgis 00:00 Intro 00:27 Manos’s role […]

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THINK Pod with Andrew Davis : Write the Answers You Want to Get

Brandscaping author Andrew Davis talks to Robert Schwartz about the power of the subscription model, the dreaded marketing funnel, and creating the problem you solve.

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Get updates on the new CMO video series Above the Clutter

“Everyone thinks they’re a marketing expert,” says CMO Club founder Pete Krainik in the first episode of Above the Clutter. But what do CMOs consider to be their main expertise? And how can marketing experts like you learn from them? Throughout this new online video series, Krainik goes right to the source to have in-depth […]

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How to future-proof your customers’ journey

Market to customers where they are by investing across the buyer journey Customers interact with a company at multiple physical and digital touch points, forming relationships with a brand through real, personal experiences. They get to know a portfolio of offerings and consider them in context with their own needs when making buying decisions. They […]

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The 10 CMO strategies that should be every marketer’s goal

Aggregating quantitative and qualitative insights from a variety of sources, THINK Leaders has put together a list of 10 strategies that data-driven chief marketing officers are deploying to maintain a competitive edge. Our sources range from a research brief co-created with the CMO Club, IBM Commerce and IBM’s Center for Applied Insights; an on-going research […]

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CMO Live Chat with THINK Leaders

What challenges face chief marketing officers who seek to excel in data-driven leadership and the creation of engaging customer experiences? On February 9th we asked a panel of experts to share their wisdom on this topic and join us for a chat, which is archived in the comment section below. Our panel included: Carolyn Baird, […]

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