In a marketplace overflowing with channels, algorithms, and endless digital noise, it’s tempting for executives to chase the newest shiny platform. But the data tells a different story. When it comes to driving overall marketing performance, no medium multiplies impact like television. A Kantar study revealed...
How do you tackle an impossible brief? With culture. Let me explain with a story I love. In the late 1950s, Britain faced a fuel crisis. Petrol was rationed, and the public abandoned big cars for smaller ones. Leonard Lord, head of the British Motor Corporation, gave his team...
Most marketers think of advertising only in terms of awareness or short-term sales. But one of the most overlooked and most powerful outcomes of advertising is pricing power. A fascinating study called Advertising’s Long-Term Impact on Brand Price Elasticity Across Brands and Categories by Berk Ataman,...
From cave paintings to TikTok, storytelling has always been the way humans make sense of the world. Stories are how we connect, remember, and decide what matters. In today’s disruption era—marked by rapid technological change, economic volatility, and shifting consumer expectations—storytelling isn’t a creative luxury....
People often confuse insights with strategies, but they’re not the same thing. Knowing the difference is what separates breakthrough thinking from wasted effort. An insight is a revelation. It’s the “aha” moment that makes you look at the problem in a new way. Think of it...
Here’s an uncomfortable truth I’ve seen too many established brands overlook: bidding on branded keywords might be a waste of money. Back in 2012, eBay ran a fascinating experiment with economists Tom Blake, Chris Nosko, and Steve Tadelis. They shut off paid search ads in certain...
“Creativity can solve almost any problem. The creative act, the defeat of habit by originality, overcomes everything.” — George Lois In Search of Creativity Albert Einstein said, “Imagination is more important than knowledge.” Imagination and the creative impulse have a way of alchemically transforming problems into new solutions and...
CEOs today are under extraordinary pressure. Digital transformation is racing ahead, economic volatility has become the norm, and retaining top talent has never been harder. Traditional growth levers—bigger ad spends, deeper discounts, louder campaigns—no longer guarantee results. The real question leaders face is: How do you...
Tsedal Neeley is the Naylor Fitzhugh Professor of Business Administration and Chair of the MBA Program at Harvard Business School. She’s also a board director, bestselling author, and one of LinkedIn’s Top Voices on leadership and the future of work. Recently, she shared a simple but...
Carl Jung once said, “Man needs difficulties. They are necessary for health.” The same is true for brands. Yet many instinctively avoid difficulty. They shy away from conflict, from tough expectations, or from friction with customers. But here’s the paradox: the very struggles brands embrace are the...