It’s no secret that women tend to focus on flaws. Most of us have grown up comparing ourselves to perfect models with perfectly shaped legs, glossy hair and white Chiclet teeth. If you’re online and you’re a woman, by now you’ve probably seen Dove’s recent viral campaign using a forensic artist to portray how women […]
Read More… from What Women Want: The Changing World of Marketing to Women
The year was 1994, the advertiser was AT&T, and the audience were viewers of HotWired.com. It was the first-ever online banner ad and, while the number of viewers was tiny by today’s standards, the click-thru rate was an impressive 44%. The small, static online world of 1994 has since been transformed into today’s rich, interactive […]
How are you using measurement to track progress towards your organization’s goals? Recently, Bill Gates published an article in The Wall Street Journal in which he discussed some of the global challenges that his foundation is tackling. While the initiatives he describes are far-reaching and complex, the Gates Foundation uses a deceptively simple process for […]
Sometimes CMOs have to help other decision-makers understand that marketing entails more than advertising—particularly in the case of high-end brands. A recent study from Notre Dame’s Mendoza College of Business, Stanford University and London Business School examined 506 CEOs of large corporations and found that 25 percent have a marketing background. In this sizable […]
Read More… from Stakeholders Need Numbers to Realize the Value of Marketing
Is the Year Ahead a Threat or an Opportunity? For Marketers of High-End Brands, the Answer Is Yes Your consumer is evolving in dramatic ways, your job may be in jeopardy, and your team is cranking out irrelevant content. Nobody ever said it would be easy. As marketers of high-end brands face down the new […]
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Brendan Howard / Shutterstock.com Yes, they are different, but don’t assume that they don’t consume media like everyone else. The high-end marketplace often thinks of Ultra High Net Worth (UHNW) consumers as exotic and mysterious creatures, like Sundarbans tigers. Granted, these consumers are rare – there are only 60,000 or so of them […]
Read More… from The Elusive and Mysterious Ultra High Net Worth Consumer Among High-End Home Brands
