Right place, right time, right cognitive engagement - Like many rugby fans (‘nut’ might be a better description) I was so excited that the British & Irish Lions Tour to Australia had finally arrived.

As CMOs steer through the rough waters of the complex and challenging global marketplace, one thing is certain: not enough feel prepared.

Joss Davidge, business director of brand experience agency BEcause, continues his weekly search for great marketing ideas.

The world isn't just the way it is. It is how we understand it. Life of Pi

As I write this on an early morning Eurostar, newspaper talk is of green shoots. So are all the faces around me wreathed in happy smiles?

“People don’t buy what you do, they buy why you do it,” Simon Sinek famously said. Marketers are all taught to define a “brand promise”.