Human Centric Segmentation

Human Centric Segmentation

Why people do what they do People buy for emotional reasons and then look for rational reasons to explain those emotional decisions. More and more marketers, in B2C or even B2B, are recognizing this...

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Performance Alignment

Performance Alignment

Getting things done requires the support and commitment of a lot of people inside and outside the company. It is not enough to tell them what you want to do; you must involve them. The ancient...

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Experiential Marketing

Experiential Marketing

As marketers, we talk a lot about the brand experience being the cumulative effect of various brand features and benefits that fit the emotional and functional needs of targeted customer segments....

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The Trump Brand

The Trump Brand

What’s Driving Trump’s Amazing Appeal with American Voters? Whether you are for or against Donald Trump becoming President of the United States, it is undeniable that he is re-defining what voters...

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Sponsorships – Do they really work?

Sponsorships – Do they really work?

Drowning in a sea of logos How many times have we seen a football game, a Formula One race, a basketball game, or any other sporting activity with sponsors’ logos floating along the sidelines, on...

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Marketing Dealing With Nano-Seconds

Marketing Dealing With Nano-Seconds

By Zeynep Ece Coban & Matteo Rinaldi In the last century, we have seen a clear shift in customer behavior from simply buying different products to shopping. The word shopping, over time,...

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Can you feel the … Tension?

Can you feel the … Tension?

American comedian Jerry Seinfeld stated that the architecture of humor is all about digging into a tension point and releasing that tension through the punch line – with the resulting laughs. His...

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From Football Club to Lifestyle

From Football Club to Lifestyle

Written By Matteo Rinaldi Analysis by Luca Bertocci I’ve had the opportunity recently to work on several marketing projects related to one of the industries I am most passionate about – sport. ...

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Products Are The Actors

Products Are The Actors

by Matteo Rinaldi In the last few decades, we have seen a clear shift from simply buying products to shopping. In modern times, Rene’ Descartes philosophy “Cogito Ergo Sum” (I think, therefore I am)...

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Human Centric Marketing

Human Centric Marketing

As marketers, we like to believe we are consumer centric in everything we do, but the reality is that we often get lost in processes, tools, and procedures that are more internally focused on who we...

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The Rise Of Nationalism

The Rise Of Nationalism

Problem or opportunity for marketers? There has been a rise in nationalism across the world over the past several years. A lot of it is fueled by politicians who want to increase their popularity by...

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Optimizing Corporate Social Responsibility

Optimizing Corporate Social Responsibility

These days’ companies are becoming increasingly concerned about Corporate Social Responsibility (CSR) and the role of the company in the community. Some companies do it because they believe they can and should have a more positive role in society, while others see it mostly as a defensive move in the event something goes wrong. Regardless your motivation, it makes sense to do it.

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Value Diagnostics; Getting it right

Value Diagnostics; Getting it right

Imagine the new manager of a Formula One team. His goal has been predetermined with extreme clarity:’ Win the Formula One within three years.’ Because he comes from a business background, he pulls out the tried and true SWOT analysis form (Strengths, Weaknesses, Opportunities, and Threats) and begins to fill it out. is this really the best start?

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Balancing the Global/Local Brand Experience

Balancing the Global/Local Brand Experience

Developing an effective strategy for your brand in the market is tough work. It is even tougher to manage a global brand across multiple markets and all that it carries and means from one market to another and yet still ensure that it is highly relevant to a specific local market.

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The Dr. House Of Marketing

The Dr. House Of Marketing

We all know Dr. House; the guy we love to hate. The famous TV-character who turns the rules upside down, without any hesitation, but always manages to get his answer. You often see him standing if front of the white board jotting down diagnoses, eliminating them one by one through trial and error. His process is called Differential Diagnosis (or DDx). Lets see how this technique can be applied in consumer insight mining.

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