It’s time we risk marketing damnation and question the holy relic of positioning. Rather than thinking of human beings as need machines, we should think of them as narrative machines. This means understanding the consumer’s life as a series of unfolding stories.
Over the past two decades, emotions have risen in prominence within marketing. No longer was it enough to prioritize features, run promotions or come up with clever ads. In order to thrive, brands needed to figure out the emotions of their customers. But emotions aren’t enough. The most successful brands must build a meaningful brand […]
Faster. Cheaper. Better. It’s a triangle that adorns the walls of companies everywhere. But is it right? And can it be better? Or are we destined to sacrifice our souls to it?