posts tagged marketing
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Critical thinking feels almost revolutionary in the context of deep learning and AI. But perhaps it’s just what we need.
Kristian Villumsen is senior vice president of global marketing for Coloplast, an international company that makes medical devices related to ostomy, urology and continence, and wound treatment.
Other African countries look to Nigeria for inspiration. Nigerian fashion designers like Maki Oh are stealing the spotlight with colorful and flamboyant clothing designs, often combining African and Western elements.
Conventional wisdom on marketing preaches clear, simple messaging that is directed at a large audience and is accessible to as many people as possible. However, if you want to position a product as premium, you need to use more complex messaging that will demand more of the consumer.
Authenticity has always been an important criterion for premium products. Naturally you would put a higher value on Parmesan cheese made in Parma than if it was made in Detroit.
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Sometimes growth can't come from doing more of the same. You need a creative leap. And that creative leap is also destructive — destructive of assumptions and principles that have served you well in the past but now hold you back. How do you break the impasse and find the new assumptions that will take you forward? Alastair Dryburgh talks to Christian Madsbjerg of ReD Associates.
Platforms for personalization and self-expression are eclipsing ready-made lifestyle brands, write Christian Madsbjerg and Sandra Cariglio.
The more we understand the rich context of our consumers’ lives, the closer we can get to their most meaningful moments. As global brands, it’s time to get back in the room.
In this podcast Charlotte Vangsgaard, partner at ReD Associates, explain how to study markets through systematic observation instead of linear and rational reasoning: “We try to work without a hypothesis.”
In an article for Inc., Adam Vaccaro uses an example from The Moment of Clarity to highlight how Lego managed to adapt to a changing world while simultaneously staying true to their core brand.