Strategy is just as important as technology

In the midst of a storm of digital transformation, companies may feel compelled to adopt new technology immediately, but without the right strategy in place first, these initiatives will be doomed to failure

Expert advice on how to build brand transparency

CMO

Brand transparency is no longer an option, but a marketing requirement. Seven marketing experts discuss their biggest challenges when it comes to improving brand transparency and consumer trust

What B2B brands can learn from conscious consumerism

Consumer-facing brands are reaping the benefits of brand loyalty and retention through their efforts to become responsible businesses, so is there an opportunity to be had in responsible marketing for business-to-business companies?

Brands must speak out to change the world, says Patagonia founder

Renowned environmentalist and billionaire clothing entrepreneur Yvon Chouinard says brands must show honesty and transparency in their efforts to be sustainable, and demonstrate responsibility to save the planet

Brands struggle to make ‘woke’ marketing work

billboard with Colin Kaepernick on it

Reaching out to a new generation of consumers that grew up skipping ads on YouTube is an ongoing challenge for brands. But how do companies show they are alert to political and social injustice in an authentic way? More importantly, should they even try?

How winning customers’ trust earns valuable data

Consumers are soon to get greater control over their personal details, setting businesses the challenge of retaining customers’ consent to use the valuable data

Insurance companies competing on price and value

Insurance companies operating in an increasingly competitive market must innovate and be proactive to prosper

Improving service is key to brand success

Customer experience cover

Brands offering convenience shopping and fast delivery must also provide top customer service to stay ahead in an increasingly competitive market