by Peter Young Partner, Brand Valuation Europe, Presciant Marketing belongs in the boardroom…. There can be no doubt that marketing deserves a place in the boardroom where the major decisions are made. Boards are there to make shareholders’ money grow.…
by Nikhil Gharekhan, Managing Partner, Presciant What are unlikely brand partnerships? Early in 2024, the romance of Taylor Swift and Travis Kelce, stars of music and sports, captured the world’s attention, ignited social media, and spawned conspiracy theories. It also…
A very ambitious nation brand goal Saudi Arabia is attempting perhaps the most ambitious nation brand transformation ever. It is certainly the most expensive. The government is investing not billions, but trillions of dollars. $3 trillion, to be exact. Historically,…
by Sarah Colamarino Have You Really Thought About Policy Makers? Healthcare marketers can use the power of brands in B2G marketing for greater impact with policy makers. The way in which healthcare communicators interact with government and policy makers today…
B2B marketing needs to be rethought, reinvented, and repositioned. Here are some ideas to stimulate your thinking. 1. Brand and marketing are not less important in B2B than B2C—the decision makers are also people Traditionally, B2B branding and marketing has…
Marketers are polarized about the impact of artificial intelligence on the marketing discipline. We believe the positives of AI marketing will far outweigh the negatives. In 2024, AI will become a widely accepted tool for marketers. AI marketing hallucinations There’s…
More brands are using a celebrity endorsement in their marketing and advertising campaigns. While celebrity endorsers seem like a safe option, the growth of celebrity marketing campaigns puts a damper on creativity. Celebrity endorsements have the power to attract attention…
The Made in China initiative behind Chinese brands Chinese brands with global appeal are the goal. It has been 10 years since the Chinese government declared its intention to help Chinese companies build global brands. Its reasoning was simple. Chinese…
The rise of brand nationalism Brand nationalism is growing in our increasingly multipolar world. Not since the end of the Cold War has the geopolitical stage witnessed such a dramatic reshuffling of power. The world is now firmly multipolar, with…
2023 was grim. Wars, climate disasters, political and cultural polarization. We see no end to this. The disruption will continue and get worse in 2024. We have moved out of the era of Chronos time, after over 100 years. This…