Soporte

B2B marketers have been through a lot in recent years: Covid, the push for profitable growth, layoffs, and…

Every year, branding trends promise something new. In 2026, they’re not starting over. The trends we identified in…

From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly yet often overlooked. So, this year, I’m sharing some for your consideration. I hope they’re helpful. This week’s thought: Marketing is the conscience of business. Business leaders are one of the least trusted groups in America. This has long been true. There are many reasons why, but the constantly refreshed rogue’s gallery...

New Year. Same tendencies for trouble. Not a surprise. The lack of understanding of brands and the disregard for brand-building growth and maintenance principles continue to plague organizations, leading to unprofitable, short-term performance. Forget, for the moment, the amazing digital, technical, and AI disruptions and innovations: there are basic brand principles that must not only be observed but also acted upon at your peril to enduring profitable growth. There are overarching problems that happen when...

In December 2024, Omnicom merged with IPG, eliminating approximately 4,000 jobs. Among those displaced were hundreds of brand strategists who had spent their entire careers honing the art of positioning, differentiation, and cultural resonance. They didn’t lose their jobs because they weren’t talented or dedicated. They lost them because the infrastructure they relied on—the promise-making apparatus of the advertising age—collapsed from obsolescence. This wasn’t a cyclical downturn. It was structural. And understanding why requires an...

There was a time in recent marketing history when the CMO’s role was to be the Chief Storyteller. Thankfully, those days are over. There are many who believe that during the “era” of creative titles for the CMO role, the CMO function suffered and still needs more corporate respect. However, brands are now even more obsessed with telling their story. This desire to articulate the brand to customers and Wall Street is leading brands to...

The Wall Street Journal reported recently that, in the desire to control their narratives, companies are “desperately seeking storytellers.” While many writers who have labored in the realm of marketing communications are probably using their head-exploding and head-slapping emojis in texts crossing the globe, it should be reassuring that companies seem to believe that a well-planned story, expertly told, can create value. This is why, however, merely dusting off liberal arts diplomas and providing writing...

Grammarly is changing its name to Superhuman after buying Superhuman Mail and launching Superhuman Go. Instead of just…

Switzerland is a nation synonymous with precision, craftsmanship, and quiet luxury. Its watches define global standards, its banking…

Every December, leaders everywhere sit down with the same familiar ritual: drafting resolutions. Lose the waste. Grow the revenue. Fix the culture. Get more focused, more organized, more intentional. And every March, most of those resolutions are quietly… forgotten. So this year, let’s try something far more powerful and memorable. Write your six-word story. If that phrase rings a bell, thank Ernest Hemingway. Legend has it that Hemingway once accepted a barroom challenge to write...