The increased role of brands in public life provides a potential win for them and society.

Depending on how long you’ve worked in marketing, you’ll likely have heard this phrase quite a bit

In the book Humanizing B2B, Paul Cash advocates five universal principles of how companies and marketing teams need to start thinking.

In last month’s Empower publication we discussed the importance of businesses facing into post-lockdown challenges by doing ‘fewer, bigger, better’.

Rituals are co-created from the bottom up: brands can only create the conditions, trigger the situation, and encourage the movement.

Beyond product re-engineering, brands require consumers to take action to accelerate the change.

We now expect that kindness to be reflected back at us by the businesses and brands we invite into our lives.

UK businesses are not realising return on investment from their biggest assets – brands.

In categories where many brands are essentially selling the same product or service, the only ostensible difference is the experience.

Customers increasingly expect that interactions with their bank will be as sophisticated, immediate and personalised as their experiences with other industries – such as retail (e.g., personalised recommendations), transport (e.g., ride hailing) and hospitality (e.g., home-sharing platforms).