The notion of the importance of “community” in building powerful brands has been around for a long time but has the term now become so overused that it has been rendered meaningless?
One of the strange things in the world of marketing is the way we use concepts very loosely when…
The pursuit of perfection is slowing marketers down and damaging their ability to build and shape brands that people care about. It is often imperfect brands — the ones that show their flaws and have real roles in people’s lives — that can feel a little bit more perfect.
Marketers are increasingly getting stuck in the trap of obsessing about the new, at the cost of obsessing about customers. But customer obsession can transform whole industries, as the success of Amazon and Netflix shows.