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Innovation Excellence | Thought Leader Wanted

Innovation Excellence | Thought Leader Wanted | Good Marketing | Scoop.it
We live in an increasingly complex world where both the volume of change and the pace of change are accelerating. But it is not just change that is accelerating, choice is proliferating as well. Witness the example of General Mills’ Cheerios. Introduced in 1941, there are now 13 varieties of Cheerios on the market, not including snack mixes introduced in 2008.
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How an employee, who is a thought leader, can help you to connect with your customers

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Good Marketing
Marketing is sometimes perceived as deceitful or manipulative, with a goal to make us buying things that we don’t really need or at unfairly high prices.  It may also be viewed in an oversimplified manner, as “common sense” and “creative thinking”, limited to promotional activities and advertisement. On this site I will focus on positive aspects of marketing - changing the world for the better, establishing new trends, providing great customer service, engaging and creating shared value, corporate social responsibility and sustainability. I will also tell you how successful marketing strategies are rooted in understanding human psychology.
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Is art just for us? Artificial intelligence as the creative's supporting arm

Is art just for us? Artificial intelligence as the creative's supporting arm | Good Marketing | Scoop.it
Can robots make art? The creative world is thought to be safe from AI, but will there come a day when computers sing songs? Not any time soon, at least.
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5 Cultural Shifts Brands Should Adapt to in 2019

5 Cultural Shifts Brands Should Adapt to in 2019 | Good Marketing | Scoop.it
2018 marked some pretty major cultural changes, and that’s going to have effects on brand identity development.
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Trending: Lush, M&S, Nestlé Accelerate Plastic-Free Strategies

Trending: Lush, M&S, Nestlé Accelerate Plastic-Free Strategies | Good Marketing | Scoop.it
The work to clean up our plastic mess continues with new initiatives from more major brands.
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(T)apping Into Consumers' Ethics

(T)apping Into Consumers' Ethics | Good Marketing | Scoop.it
​Ethical consumer apps help shoppers make informed decisions about which brands to support​​














Marketers have known that consum
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5 Major Brand Fails of 2018—and What Every Marketer Can Learn From Them – Adweek

5 Major Brand Fails of 2018—and What Every Marketer Can Learn From Them – Adweek | Good Marketing | Scoop.it
Revisiting the blunders of Victoria’s Secret, Starbucks and more.
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The Jane-of-All-Trades: Why Interdisciplinary Marketing Is the Future of the Industry

The Jane-of-All-Trades: Why Interdisciplinary Marketing Is the Future of the Industry | Good Marketing | Scoop.it
The essential marketing career skills of today may be obsolete tomorrow. Excelling in any marketing role requires an interdisciplinary approach.
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The Seven Needs of a Content-Centric Marketing Organization

The Seven Needs of a Content-Centric Marketing Organization | Good Marketing | Scoop.it
Content marketing at scale brings with it a whole new set of pain points. What should content-focused leaders do to set their teams up for success?
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The brain lies – taking neurology in advertising to new heights

The brain lies – taking neurology in advertising to new heights | Good Marketing | Scoop.it
According to neuroscientist Haydn Northover, just asking has never been sufficient in developing holistic advertising predictions.
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Study: Winner Declared in Audio vs. Video for Emotion

Study: Winner Declared in Audio vs. Video for Emotion | Good Marketing | Scoop.it
Even though video seems more immersive, research comparing audio vs. video found that audio had greater emotional impact
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Speak Up and Socialize—How Brands Establish a Personalized Voice on Social Media

Speak Up and Socialize—How Brands Establish a Personalized Voice on Social Media | Good Marketing | Scoop.it
Social media offers a unique chance for brands to showcase an authentic voice through daring content, creative visuals, and customer interactions.
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Nike's "Just Do It" Ad Proves Not Every Brand Story Appeals to Everyone—And That's Okay

Nike's "Just Do It" Ad Proves Not Every Brand Story Appeals to Everyone—And That's Okay | Good Marketing | Scoop.it
Kaepernick's role in Nike's latest "Just Do It" ad demonstrates that a controversial brand story may be worth telling if you understand your core audience.
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The Swoosh Heard 'Round the World | Sustainable Brands

The Swoosh Heard 'Round the World | Sustainable Brands | Good Marketing | Scoop.it
Nike's contentious new campaign features Colin Kaepernick and a profound tagline: “Believe in something. Even if it means sacrificing everything.” As swooshes burn, #boycottnike takes over social feeds, memes proliferate, and thought pieces ignite conversation, one might wonder: Why, Nike, why? The “why” is because people reward brands for standing up for something that matters. In fact, sales rose 31% after the first creative debuted — before the commercial even aired.
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Four Words That Double Persuasion

Four Words That Double Persuasion | Good Marketing | Scoop.it
Want to double your success in persuading people to do as you ask? Four simple words, and even other phrases with the same meaning, have been shown to double the success rate in dozens of studies worldwide. What are these magic words? Here’s a clue: they aren’t, “But you have to!” or, “You absolutely must, [...]
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NYU Stern Research Illustrates ROI for Sustainably Marketed Products

NYU Stern Research Illustrates ROI for Sustainably Marketed Products | Good Marketing | Scoop.it
Seminal research shows that sustainability is driving market growth in CPGs; products marketed as sustainable grew 5.6x faster than conventionally marketed products, and 3.3x faster than the CPG market.
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The truth about truth and authenticity – why only some brands get it

The truth about truth and authenticity – why only some brands get it | Good Marketing | Scoop.it
Spend an hour at any marketing conference and you’ll to hear the word ‘authenticity’ used multiple times – but does it mean the same as truth?
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Gap, Salesforce Sign Landmark Deal for Renewable Energy Aggregation

Gap, Salesforce Sign Landmark Deal for Renewable Energy Aggregation | Good Marketing | Scoop.it
Five global brands sign joint 42.5-MW energy deal, creating a new blueprint for renewable energy aggregation
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How to Perform a Year-End Content Marketing Retrospective

How to Perform a Year-End Content Marketing Retrospective | Good Marketing | Scoop.it
Did you hit all your goals this year? Here's how to identify why you're falling short, and how to boost your content marketing effectiveness in 2019.
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Mark Ritson: When did marketers become ashamed of managing brands?

Mark Ritson: When did marketers become ashamed of managing brands? | Good Marketing | Scoop.it
Marketing leadership has failed to instill pride in the discipline, as a LinkedIn post by Unilever's European president proves, leading to constant attempts to use purpose to apologise for or redefine it unnecessarily.
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One-to-One for Everyone: How Brands Do Content Marketing Personalization at Scale

One-to-One for Everyone: How Brands Do Content Marketing Personalization at Scale | Good Marketing | Scoop.it
Better content marketing personalization at a large scale requires collaborating with your audience to transform insight into action.
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The Seven Things A Highly Agile CEO Does: Jeff Bezos

The Seven Things A Highly Agile CEO Does: Jeff Bezos | Good Marketing | Scoop.it
Amazon's Jeff Bezos epitomizes strategic agility.
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10 Recent Neuromarketing Studies and Their Real-World Takeaways

10 Recent Neuromarketing Studies and Their Real-World Takeaways | Good Marketing | Scoop.it
Neuromarketing is changing marketing. Find out how it's affecting qualitative research and website design with ten articles from the last two years.
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Stress Test Your Company’s Competitive Edge with These 4 Questions

Stress Test Your Company’s Competitive Edge with These 4 Questions | Good Marketing | Scoop.it
How sustainable is your strategy?
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Play It Again—Spotify's Personalized Content Experiment Could Solve the Ad Block Dilemma

Play It Again—Spotify's Personalized Content Experiment Could Solve the Ad Block Dilemma | Good Marketing | Scoop.it
Spotify's handing the "play button" off to listeners by giving customers personalized control over their advertising experience.
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Revealed: How Steve Jobs Turns Customers into Fanatics

Revealed: How Steve Jobs Turns Customers into Fanatics | Good Marketing | Scoop.it
Marketers gaze in envy at brands like Apple. The firm that began with the Mac built some of the first home computers [doh, thanks, alert reader!] has turned their customers into legions of fanatical evangelists. But, without a Steve Jobs at the helm, or with fewer resources than Apple, is building that kind of loyalty [...]
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Nike and the Kaepernick Effect

Nike and the Kaepernick Effect | Good Marketing | Scoop.it
September 25, 2018 - As it reports earnings today, Nike’s gamble on its controversial ad appears to be paying off. How social issues are driving business decisions for leaders.
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