Monthly archives: November, 2014

The critical importance of an emotional dimension for B2B brands.

When B2B brand messages miss their target Nils Hoffman (partner) and Agnes Claye (senior expert) from McKinsey spoke at the recent Corporate Financial Group roundtable event about the power of brands. What did you speak about? “Different touchpoints have different amounts of influence depending on where the customer is in the decision journey.” We talked…



Brand in action

From Transform Magazine’s Brand in Action series: On the seven seas Who: Maersk Group What: Maersk Group is one of the world’s largest logistics providers and is comprised of a number of business arms with a shipping fleet that includes 192 container shipping vessels, 172 oil tankers, 184 safety and support ships, 18 offshore drilling platforms and…



Revolving door opens the information highway

Revolving door opens the information highway The front doors at Esplanaden, the Maersk Group headquarters in Copenhagen, have been revolving for 35 years, keeping out drafts, noise and strays, keeping in heat and protecting the precious aura of a particular shade of blue. Or so it used to be. One person passing through them recently…



Context is one of the most valuable assets any marketeer possesses, and as a new marketeer… you don’t have very much

“You don’t know half of what you think you know. Marketing, especially the brave digital marketing frontier, is the last great apprenticeship industry. All of that stuff you learned in college is great… super interesting, helpful, but usually out of date by the time you arrive in the real marketing world. So use it for…



Marketeers Guide To Conversion Optimization

Found this excellent introductory article to the mindset behind conversion optimisation here and wanted to share it. It certainly isn’t the definitive piece written on the subject but offers both a nice intro as well as a perspective that is valuable when continuing the discussion internally.   Guide To Conversion Optimization The goal of CRO is…



If you have only 60 minutes a day, think of the results you can get by dedicating all of that time to just one (digital) platform

“If I could give my younger self just one piece of marketing advice, it would be to put my time and resources to best use by choosing just one social media platform to master at a time. If you pick the platform that gives you the best access to your target market and then spend…



Get Buy-in for Your Global Strategy with Local Partners

Some great insights from Kip Knight at HBR here.. – // – I never considered myself an “ugly American,” but my UK colleagues apparently thought otherwise. Just before I moved to the UK to head up marketing for KFC International in Europe and Africa, Pepsico had bought out our joint venture partner in the UK. I was…



Want to connect with your stakeholders? Start here

Three Things Consumers Want From Brands Today: Responsiveness, Involvement and Conviction. Logic+Emotion: Three Things Consumers Want From Brands Today: Responsiveness, Involvement… .