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Trend Fatigue: Why Local Beauty Brands Need to Stop Chasing and Start Listening
7 min read
Indonesia’s beauty market is booming. Local brands win by deeply understanding consumers—an edge multinationals can’t easily replicate.
Feby Ramadhani
Senior Product Researcher at ParagonCorp
Being Talked about Is Not Always Good for Brands
10 min read
Being talked about isn’t always a win. Explore when talkability helps brands grow and how to plan campaigns that drive results.
Ramanathan Vythilingam
Associate Professor at Nanyang Business School
AI and the Future of Human-Centric Brands
4 min read
The future of branding isn’t faster AI, but wiser AI. Behavioral AI helps brands lead with empathy, emotion, and human understanding.
William Leach
Founder / Mindstate Group at Mindstate Group
The Growing Influencer Marketing Imperative
3 min read
Effective influencer marketing happens when creators translate brand messages authentically, building advocacy and driving real Gen Z engagement.
On a Scale of…Can You Really Hate a Brand??
8 min read
Brand hate is often less about true hatred and more about disappointment, rejection, or personal experiences that trigger strong negative feelings tow...
Dave McCaughan
Founder & Storyteller at BIBLIOSEXUAL
Starbucks, Hoping for Growth
5 min read
Starbucks’ brand faces a dual challenge: nostalgia-driven marketing and declining reputation. Can its revival plan reconnect with core brand drivers?
Ken Roberts
Chief Innovation Officer at Forethought
Sealing the Deal: 5 Steps to the Perfect Brand-Content Match
4 min read
Align B2B content marketing with your brand. Learn steps to craft impactful content that reinforces brand positioning and engages your target audience...
Lucy Davison
Founder & CEO at Keen as Mustard Marketing
Marketing Applied Part 4: Stop the Fluff, the Art of Positioning
4 min read
Discover the importance of positioning in communicating your company's defining factor. Clear messaging, consistency, and a strong value proposition a...
Iosetta Santini
Account Director at Keen as Mustard Marketing
It Might Not Be Rocket Science but It’s Still Just as Good
6 min read
Overcome the image problem of market research and delve into its potential. Explore the benefits that go beyond its name and challenge marketers' perc...
Sam Salama
Associate Director at Basis
Marketing Applied Part One: Why We’re Obsessed with Brand Awareness
4 min read
Explore the intersection of marketing and the insight sector, and learn how to apply key principles to drive success.
Iosetta Santini
Account Director at Keen as Mustard Marketing
A Complete Guide to Significance Testing in Survey Research
12 min read
Explore the theoretical foundations and limitations of significance tests in survey research with our comprehensive overview.
Is it "Cool" to "Love" a Brand?
8 min read
Discover the power of detailed descriptions in gaining interest, approval, and application from your target audience with expertise in the marketing w...
Dave McCaughan
Founder & Storyteller at BIBLIOSEXUAL
The Heart of the Matter: Driving Brand Love
7 min read
In a world that is obsessed with Artificial Intelligence, Machine Learning, Natural Language processing, where do good old branding fundamentals sit? ...
Partner Content
The New 5 O’clock Calm Down: The Rise of Mocktails and Mood-Balancing Beverages
6 min read
Explore the rise of mocktails and mood-enhancing beverages among brands, including Heineken and Corona. How are brands standing out when following thi...
Karen Lynch
Chief Programming Officer at Greenbook
Marketers, Stay in Your Lane
4 min read
Marketers occasionally decide to associate the brand they are entrusted to manage with a social cause expecting their virtue signaling will result in ...
Ken Roberts
Chief Innovation Officer at Forethought
Can’t keep my eyes off you: ATTENTION! Part One
10 min read
In the past couple of years, bursting onto the marketers’ pop charts has been visual attention as it relates to audience measurement and more generall...
Ken Roberts
Chief Innovation Officer at Forethought
Emotion: the Mandatory of Marketing Part Three: Application
9 min read
First, a quick recap of Part One and Two. In Part One we were reminded that humans require an emotional detonator to decide (anything) and that laying...
Ken Roberts
Chief Innovation Officer at Forethought
Interview with Rick Mochulsky and Melissa Harrington of Liquid Death
10 min read
Editor’s note: Liquid Death … what a disruption to the bottled water category! After seeing it for the first time, I did some research into the brand’...
Karen Lynch
Chief Programming Officer at Greenbook
Long Live The King?
8 min read
Amazon may have begun as a niche online bookseller but it quickly became the fastest growing ecommerce and tech platform. Today, Amazon and the intern...
Rudly Raphael
CEO/Founder at Eyes4Research
Karen Lynch
Chief Programming Officer at Greenbook