In the earliest stage of a startup, credibility is your scarcest resource. You may have a compelling vision, a solid product direction, and a clear understanding of the problem, but your prospects don ...

Brands are increasingly using data to forecast the performance of influencer marketing campaigns. Many brands focus on the performance metrics, such as views and likes, of past campaigns. Media kits ...

To grow sales, more companies are teaming up to attract each other’s customers—and persuade their existing customers to buy more—by creating a positive association with another brand. Well-known ...

When a buyer who is in the market for a product or service has narrowed their choices down to a handful of options, being able to deliver a well-conceived and well-designed case study that speaks to ...

Jimmy Buffet can teach us all about becoming a lifestyle brand. Can you adopt the Margaritaville playbook for your brand? My last two CMSWire articles provided an overview of lifestyle branding and ...

Explore building brands with artistic vision, featuring a Gentle Monster case study. Learn about art, commerce, creative strategies, social media, and brand narratives for successful marketing.

AXA's biggest challenge as an insurance brand in Indonesia was to find ways to improve on the low awareness in the country of 240 million, which only has a dismal 2 per cent penetration level for ...

Hello, my fellow search industry friends. If you’ve followed me, you know I am a staunch supporter of using branded search keywords (and those New York Jets). So this column may throw you for a little ...

If you’re leading your team through big changes, this episode is for you. In early 2015, Microsoft’s senior leaders were facing a set of difficult decisions. The firm had been struggling to innovate ...

Performance + community: Heavy focus on word-of-mouth through resellers, app-level promotions, targeted digital ads, and app push/notification strategies. Localisation: Marketing and app UX optimised ...

MiR (Mobile Industrial Robot) is a leading global producer of collaborative mobile robots. As a key market leader in Denmark and Europe’s robotic industry, the company set its sights on China in early ...

Brand case studies are a powerful method to record marketing history. Practitioners of marketing can gain practical insights into consumer behaviour, market dynamics and brand strategy. New case ...