An Introduction to Scrum Marketing How brands like Spotify, IBM and ING use Agile thinking to fix slow, bloated marketing Marketing has a habit of borrowing ideas from elsewhere. We took funnels from sales, positioning from military theory, behavioural psychology from Freud, Kahneman and friends, and more recently we’ve been eyeing up how software teams
How To Choose A Marketing Agency: A Practical Guide For Marketers (Without Losing Your Budget, Your Sanity, Or Your Weekends) If you work in marketing long enough, there comes a moment when someone senior says the seven most dangerous words in the English language: “Can’t we just get an agency in?” Sometimes that’s exactly
Differentiation in Marketing: How Brands Like Dyson, Innocent, and Tesla Made Being Different Profitable Because blending in is a strategy for wallpaper, not brands Differentiation is one of those words that appears in every marketing textbook, strategy deck, and pitch document - usually underlined, highlighted, and surrounded by a halo of importance. And rightly so.
WTF is a MOFU? Why Marketing’s Acronym Addiction Needs an Intervention How jargon, buzzwords and abbreviations are confusing the next generation of marketers There’s a special kind of silence that falls in a meeting when someone drops an acronym no one understands. Heads nod, pens scribble, and everyone secretly hopes someone else will Google
What Modern Marketers Can Learn from the Rules of HeraldryHeraldry as the First Brand Identity SystemLong before Instagram algorithms, Super Bowl ads, and colour-matched Pantone guides, there was heraldry. Beginning in the 12th century, heraldry served a practical purpose: to help warriors recognise each other on the battlefield when everyone was covered in chainmail and
What Is Native Advertising? A Marketer’s Guide to the Ads That Blend In Native advertising might sound like something to do with tribal drums and storytelling around the campfire. And in a way, it is. It's advertising dressed up in the familiar clothes of its environment - quietly whispering rather than shouting.But don’t let the
Marketing Products vs. Services What's the Real Difference? Marketing’s a funny old game. When it comes to marketing, there’s often a lot of chatter about strategy, brand voice, positioning, and customer journey mapping. But before any of that can take shape, marketers need to answer a simple question: are you selling a product, or are
B2B vs. D2C/B2C Marketing What's the Real Difference? Marketing’s a funny old game. You can sell cloud software to a CFO in Slough or dog shampoo to a millennial in Margate – and while both are technically “marketing,” they couldn’t feel more different. Welcome to the world of B2B vs. D2C/B2C marketing – two sides
20 Marketing Metrics Every Marketer Should Master 20 Need-To-Know Marketing Metrics Marketing is essentially a "pointless" activity without measurable results. This final article focuses on the metrics that marketers must understand to evaluate success and optimise campaigns. This article follows on from: "20 Marketing Terms Every Marketer Should Know" "20 More Marketing Terms Every
20 Essential Digital Marketing Terms for the Modern Marketer Boost Your Digital Marketing With These Key Terms As we continue our series on marketing terms, following on from the success of the "20 Marketing Terms Every Marketer Should Know" article, then "20 More Marketing Terms Every Marketer Should Know" and "20 Advanced Marketing Terms for
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