Jeremy Heimans and Henry Timms reveal how to redefine what “association” means to the next generation of members.
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The digital era has made it harder for brands to distinguish themselves. These speakers offer new insights into 21st century marketing and branding principles.
“Follow the Feeling,” a new book by marketing expert Kai D. Wright, shows you how to create a brand that captures hearts and minds.
In the bestselling book “New Power,” Jeremy Heimans and Henry Timms offer a remarkable new way to harness power in a digitally connected world.
Animator and professional storyteller Andrew Gordon argues a culture of creativity is what distinguishes powerful, emotional brands.
In this episode of Minds Worth Meeting, we speak with social media expert Jeff Hancock about the new psychology of social media.
What sets a brand apart from its competitors? It’s not always the quality or cost of the product or service. A key differentiator is the engaging story behind the brand that connects to people on an emotional plane. Andrew Gordon, 20-year veteran of Pixar Animation and professional storyteller, has helped numerous companies distinguish themselves by…
It’s a common mistake. Instinct often compels marketers to position their company – or its products or services – as the hero of the “story.” But by focusing on themselves, they’re forgetting their most important champion…
As the world is transformed by technology and globalization, a consumer-centric marketing focus is more important than ever before…
Price communicates. Your brand messages might say to your customers, “We value you,” but your pricing practices often refute your claim – whether you realize it or not…
In 2008, Anindya Ghose predicted the smartphone would ultimately be the most transformative consumer device – ever. Today, nearly a decade later, the foremost expert on mobile economics points to plenty of evidence proving his prediction is now reality…
Every business must price what it sells. It’s inescapable and indispensable – and deeply misunderstood. But it doesn’t need to be that way, says marketing and monetization expert Marco Bertini.
The mobile economy, projected to reach $1 trillion in the U.S. by 2020, is being almost ignored by retailers and advertisers are only directing about 12% of ad revenues to mobile devices. Also sorely neglected is the the vast stream of data created by every tap on every phone. Companies don’t know how to reach people on their mobile devices, and they don’t know what they would say if they could. Fortunately, Anindya Ghose, the foremost expert on mobile economics, has designed the tools that can help your company thrive as business-to-consumer interactions increasingly shift to mobile platforms.
Apple is fighting a long, grinding campaign. Their goal is the adoption of Apple Pay, their mobile payment system, and the battleground is the billions of financial transactions that happen every day. Horace Dediu, leading mobile industry analyst, writes, “There are no decisive battles won or lost, only the relentless pressure to make progress against a reluctance to change.” In other words, the true enemy isn’t the competition in the mobile payment system space – it’s the nonconsumption of customers who are already comfortable with cash and card swipes. And Dediu thinks that Apple is winning.
Taddy Hall and Karen Dillon, partners of Jobs Theory creator Clay Christensen, team up to walk through a compelling real-world application of Jobs Theory in this video. After introducing the theory, Hall applies it to a case study of International Delight’s recently introduced iced coffee line. Hall looks at the jobs performed by iced coffee in general, i.e. why consumers “hire” it every day, and then walks through the innovation process that created an entirely new product category in grocery store refrigerators.
The mobile economy is projected to hit $1 trillion dollars by the year 2020. But while we spend 25 percent of our time using mobile devices, advertisers commit only 12 percent of ad dollars to them. While mobile drives only 2 to 3 percent of direct conversions, it is a factor in 40 percent of final sales. Why such slow adoption by brands? Anindya Ghose, NYU Professor and leading thinker on the mobile economy, describes “context” and “balance” as the possible keys.
The Chinese smartphone market has produced companies, leaders, and, of course, phones. But its most significant output is perhaps more unique: a user-centric innovation by Xiaomi that treats hardware as an afterthought rather than the main driver of sales. Clay Shirky, an NYU professor living in China for this academic year (he returns to teaching at New York University later this year), has been studying the $20 billion start-up and its techniques – the centerpiece of his new book, “Little Rice” (Columbia Global Reports).
You’re collecting data, but are you using it to build connections to your customers? Is it meeting your customers where they are, moving “at the speed of content?”
It’s pretty much fact: the world around us is volatile, uncertain, complex and ambiguous. These VUCA forces are recasting industries, companies and entire societies with lightning speed. Leadership, however, is…
Collaborative consumption. On-demand services. The gig economy. Peer-to-peer business. Numerous names describe the same phenomenon: the rise of technology-enabled sharing. The likes of Uber, Airbnb, TaskRabbit, Lending Club and Rent…
Lead with your heart – not just in life, but in business too. For some of us, the idea of bringing emotions into the workplace is uncomfortable; a sign of…
Did the Internet really kill distance and render location irrelevant? Not at all, argues e-commerce and digital marketing expert David Bell. In fact, location – of customers – is more…
