Mapping the Global Network Revolution
Parag Khanna, 2016
In Connectography, Parag Khanna guides us through the emerging global network civilization in which mega-cities compete over connectivity and borders are increasingly irrelevant.
Connecting with culture
Top 5 Tips to Reach Iconicity
Added Value, 2015
To create appeal and desirability, a brand must develop an offer that answers a particular consumer need. However, in order to attract loyal customers, the brand must go beyond this by developing specific features that will be immediately recognizable by any consumer.
Also in Marketing
Added Value, 2016
In some parts of society it looks like we’ve reached peak stuff. But we’re not spending any less money; if anything we’re spending more just spending it differently. Rather than buying things, we’re buying into things. The desire for status hasn’t gone away and we still seek social currency but we now seek it through experiences, stories, and moments we can share.
How should we allocate and optimize our marketing spend across all products and channels? How can we forecast how a budget change will impact our sales in one year? Five years? Ten years? The data shows us that awareness behind our product is increasing – why is this not translating to sales?
Fast-moving digital technology has driven almost continuous change in attitudes, behaviour and habits, and this has been hugely disruptive for marketing. However the technologies that set the parameters for connected consumer behaviour are no longer new.
In marketing, it can be hard to distinguish between a fad du jour and a real, game-changing shift. To help you cut through the clutter, the top minds at Landor have identified five major trends that will shape the industry for years to come.
Big data mining, online communities, predictive analytics, and other contemporary research tools and practices might dominate business news and workplace chatter, but a centuries-old, tried-and-true research method is also attracting its fair share of attention.
Product, Price, Placement, and Promotion still matter but the new 4Ps enable us to expand upon and magnify their effects in an increasingly digital world.
Walk into the lobby of any of the biggest brands around the world, and you're likely to see the kind of content marketing that the people with the purse strings like. Art. Art impresses; art communicates; art has impact.