July 27, 2017

Marketing is out of touch with reality. How can we fix it?

The marketing industry recently received some sobering news. A study commissioned by Thinkbox reported a significant disconnect between people working in the industry, and those with […]
April 25, 2017

Getting real about segmentation

Segmentation is one of those self-evident marketing instruments: just about any brand has it in its toolbox. Last year, segmenting (and consequently, narrow targeting) was suddenly […]
January 30, 2016

May the force be with you

It’s the year 1615. Imagine a man living in England. The chances are that he works as a farmer or so-called ‘husbandman’ and rents a little […]
January 12, 2016

When purpose becomes a problem

There is a new buzz phrase in the boardroom, and it is ‘purposeful positioning’. Purposeful positioning is a perfect example of how some people just can’t […]