The promise of one-to-one marketing has been a tantalizing prospect for much of my professional life. Now with AI, it seems finally within reach.
Yet marketers should tread carefully.
We may have the tools to scale one-to-one marketing. But it’s never been more important for a brand to stay consistent from person to person.
Read MoreStrong brands.
They make businesses more valuable. CEOs and investors intuitively know it (even if they can’t value them on the balance sheet).
Yet, rather than the means for creating a key strategic asset, branding today seems little more than an afterthought.
Read MoreAdvertising.
We understand how it works better than ever. And it’s everywhere. This should be advertising’s golden age.
Yet it’s never been harder for advertising to make an impact.
Read MoreBrand reputation.
I’ve never seen the point. As Jeff Bezos famously said, “Your brand is what people say about you when you’re not in the room”.
Where does that leave brand reputation?
Read MoreEngage or die.
It was a much-used refrain accompanying the rise of social media.
Nearly two decades later, the precipitous decline in organic reach for brands, and challenges around false measurement and fake followers, make this appear just another example of marketing hype.
Yet ironically, engage or die is even more relevant advice today.
Read MoreBrands need to focus more on acquiring new customers in order to grow. It’s advice that has become increasingly widespread.
The ball started rolling with the publication of How Brands Grow by Byron Sharp in 2010.
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