Over the last two decades, marketers and branders have continuously tried to determine how to reach the new, younger generation. Millennials, also known as Generation Y, are the focus of so much brand research. Should brands be adapted to this generation and its specific desires?

Aaron Hall

COVID-19

Naming for Generations

Over the last two decades, marketers and branders have continuously tried to determine how to reach the new, younger generation. Millennials, also known as Generation Y, are the focus of so much brand research. Should brands be adapted to this generation and its specific desires?

Aaron Hall

Since April, our Future of Branding discussions have focused on how brands were responding to the pandemic. However, in recent weeks, as countries, states and cities start to reopen, our focus has transitioned to how brands are resetting to propel business continuity and, in many cases, transformation. Today's conversation explored themes such as marrying purpose and action, how crisis is pushing marketing back to its basics and the rise of empathy and authenticity, especially for Gen Z and younger Millennials consumers, who ask why before asking, how much? One thing is sure. Brand building is no longer about words and pictures—it's about deeds and experiences.

Margaret Molloy

rainbow light coming from a macbook pro over a black background, The Future of Branding

COVID-19

Future of Branding: Brand leadership to reset business

Since April, our Future of Branding discussions have focused on how brands were responding to the pandemic. However, in recent weeks, as countries, states and cities start to reopen, our focus has transitioned to how brands are resetting to propel business continuity and, in many cases, transformation. Today's conversation explored themes such as marrying purpose and action, how crisis is pushing marketing back to its basics and the rise of empathy and authenticity, especially for Gen Z and younger Millennials consumers, who ask why before asking, how much? One thing is sure. Brand building is no longer about words and pictures—it's about deeds and experiences.

Margaret Molloy

Every consumer is on their own journey – towards a more environmentally conscious and sustainable future. When it comes to electric vehicles (EVs), the pace of that journey to adoption varies based on consumers’ readiness for broader lifestyle change. In order to understand how the gap to electric vehicle adoption can be bridged, automotive companies need … Continued

Ben Osborne & Liz Olsen

COVID-19

Leveraging brand to bridge the adoption gap

Every consumer is on their own journey – towards a more environmentally conscious and sustainable future. When it comes to electric vehicles (EVs), the pace of that journey to adoption varies based on consumers’ readiness for broader lifestyle change. In order to understand how the gap to electric vehicle adoption can be bridged, automotive companies need … Continued

Ben Osborne & Liz Olsen

From India to the U.S., from Africa to Europe, our panelists have distinguished themselves as global leaders. Our discussion touched on several areas, from how brand purpose has come to life during the COVID-19 era, to the unexpected advantages that have emerged, the somber challenges that must be acknowledged, and why we should view the future as a new beginning rather than a new normal.

Margaret Molloy

rainbow light coming from a macbook pro over a black background, The Future of Branding

COVID-19

Future of Branding: Brand leadership across the globe

From India to the U.S., from Africa to Europe, our panelists have distinguished themselves as global leaders. Our discussion touched on several areas, from how brand purpose has come to life during the COVID-19 era, to the unexpected advantages that have emerged, the somber challenges that must be acknowledged, and why we should view the future as a new beginning rather than a new normal.

Margaret Molloy

There are plenty of words and phrases that many of us would be happy never to hear again. Quantitative easing. Congestion charging. And for England football fans ‘penalty shoot-out’ almost always invokes fear beyond measure.

Philip Davies

COVID-19

Simply safe, rather than distant

There are plenty of words and phrases that many of us would be happy never to hear again. Quantitative easing. Congestion charging. And for England football fans ‘penalty shoot-out’ almost always invokes fear beyond measure.

Philip Davies

The true value of purpose has become more apparent than ever in this COVID-19 crisis: It is a tool that makes the impossible simple. Purpose inspires strategies that benefit people and business simultaneously. Purpose helps deliver both utility and delight. Purpose offers clear direction, regardless of where the seas may toss the ship.

David Srere

COVID-19

The real value of brand purpose emerges

The true value of purpose has become more apparent than ever in this COVID-19 crisis: It is a tool that makes the impossible simple. Purpose inspires strategies that benefit people and business simultaneously. Purpose helps deliver both utility and delight. Purpose offers clear direction, regardless of where the seas may toss the ship.

David Srere

Navigating the current landscape is complicated, so to better illuminate the road ahead, we turned to our community of CMOs. We spoke with brand leaders from around the globe on their experiences in marketing and conducting business amid the global pandemic. Here they share their insights into what it has been like living and working over the past few months...

Brian Rafferty

COVID-19

In their words: CMOs on navigating COVID-19

Navigating the current landscape is complicated, so to better illuminate the road ahead, we turned to our community of CMOs. We spoke with brand leaders from around the globe on their experiences in marketing and conducting business amid the global pandemic. Here they share their insights into what it has been like living and working over the past few months...

Brian Rafferty

It’s a COVID-19 world, and in that world, branding— creating, managing and growing brands—has changed. Whether you’re B2B or B2C, what matters now is what to do about it. We believe every CMO and Brand Marketer should focus on the following five priorities…  

Jason Cieslak

COVID-19

Five Things Every CMO or Brand Marketer Should Be Doing Right Now

It’s a COVID-19 world, and in that world, branding— creating, managing and growing brands—has changed. Whether you’re B2B or B2C, what matters now is what to do about it. We believe every CMO and Brand Marketer should focus on the following five priorities…  

Jason Cieslak

Normally, in difficult times, our instinct is to reach out, literally. Human touch and physical expression—a hug, a hand on a shoulder, a quiet look of concern, sitting next to someone and not saying anything—are powerful ways to show people we’re here for them. But what do we do when all that’s left is our voice?

Siegel+Gale

COVID-19

How to communicate with compassion when all we have is words

Normally, in difficult times, our instinct is to reach out, literally. Human touch and physical expression—a hug, a hand on a shoulder, a quiet look of concern, sitting next to someone and not saying anything—are powerful ways to show people we’re here for them. But what do we do when all that’s left is our voice?

Siegel+Gale

Think of this as a “KonMari” moment for brands: A chance to strip away the layers of overwrought — and over-thought — messaging and identity, and focus on what makes them part of the global community. To key in on what gives them purpose, and what truly delivers joy to their customers, their partners and their employees.

Siegel+Gale

COVID-19

A new human normal

Think of this as a “KonMari” moment for brands: A chance to strip away the layers of overwrought — and over-thought — messaging and identity, and focus on what makes them part of the global community. To key in on what gives them purpose, and what truly delivers joy to their customers, their partners and their employees.

Siegel+Gale