At Issue } essential reading
Have you ever visited a B2B website and come away unsure of what the company actually does? If so, you are in good company. Many B2B websites are verbose, yet vague and confusing.
To many skeptical consumers in developed markets, Brand China still means lower quality. As has been the case elsewhere in Asia, companies in China traditionally focused on asset-intensive industries and low-cost manufacturing and paid little attention to intangibles such as brands and human capital. To become major branded players away from home, Chinese companies must address their challenges in three strategic ways.
We all know employees can be both brand ambassadors and brand detractors. But what we haven’t wrapped our heads around is that they are also our most important co-branding opportunity.
Where are teenagers going instead? Not surprisingly, it’s mobile chat services like WeChat, and photo-sharing apps like Instagram and Snapchat.
It seems we’re all racing to get more entrepreneurial. Increasing creativity and innovation is not only on the priority list for start-ups; it’s also a strategic goal for CEOs of small, medium, and large-sized companies. Despite this growing obsession, however, big companies are still not very good at it.
Marketing investments in new channels are certainly necessary, as companies learn to master omni-channel marketing. But marketers should also remember that email marketing also requires investment, as it continues to evolve. Marketers need to adapt to a new inbox in order to harness the full power of email.
Social-media content has grabbed the spotlight in the last few years, as marketers figure out how to engage consumers through tweets, posts and viral videos, but what of paid advertising? With Twitter's recent IPO, paid social-media advertising is back in focus.
Linguists are recognizing the delightful evolution of the word "because."
Bill Gates made a bad decision early in his career. In fact, if it weren’t for the fact that some other people made even worse mistakes, we might not ever have heard of him.
Sound engineer Young Guru, who has worked on most of Jay Z’s albums, among many other projects, envisions using a telepresence headset like Google Glass as a solution. “I think collaboration is the main thing people are going to find interesting,” he says. “Seeing what others see, and being able to work hands-free.”