As marketers look toward 2027, the challenge may be less about embracing the next wave of change and more about understanding which changes are actually creating value. Marketing has spent much of this decade adapting. New technologies have altered how brands communicate, how consumers discover products, and how businesses organize their operations. Artificial intelligence has […]
By Lee Brody, Founder- BGC Growth Strategies | VANTAGE POINTE I am optimistic about 2027 and it’s a refreshing feeling. For much of this decade there’s been little to celebrate in the brand-building business, but the frost seems to be thawing. Facing fierce economic headwinds, businesses have often mistaken process for progress. Since the early […]
New research from Foresight Factory challenges marketers to reconsider what consumers want from brands—and what authenticity, value, and independence really mean. For years, marketers have been encouraged to make their brands more authentic. Be real. Be transparent. Be human. But what if authenticity isn’t quite the foolproof positioning strategy we’ve come to believe? That is […]
New research challenges the assumptions behind generational targeting — and reveals why understanding how people experience change may matter more than the categories we assign them. A Fortune 100 consumer goods company had a question for New York branding agency Beardwood after a presentation on its research into Gen Alpha: What did the findings mean […]
At Coca-Cola, Manolo Arroyo challenged one of marketing’s most cherished assumptions—and helped reshape how the company connects emotional experiences, consumer behavior, and business growth. For decades, marketers have worked to make consumers fall in love with their brands. But what happens when people say they love a brand—and don’t buy it? That was among the […]
At Harley-Davidson, Marcus Fischer drew on decades of agency experience to rediscover what made an iconic brand distinctive—and turn that understanding into a global platform built around one word: RIDE. How do you bring the swagger back to a brand that has spent more than a century defining its own category? For Harley-Davidson, the answer […]
At Fujifilm, Anthony Farina is drawing on decades of communications experience to tackle a distinctly modern challenge: making corporate reinvention understandable while changing how communications itself works. What happens when a company has spent decades reinventing itself, but much of the world still remembers what it used to be? For Fujifilm, the question is particularly […]
Patou Nuytemans believes the industry’s real challenge has been building for decades. Now she’s making the case for a new understanding of agency value — and a different way forward. Artificial intelligence is transforming the agency business. It is accelerating production, changing the economics of execution and challenging long-established assumptions about the value of human […]
How an American autumn obsession is traveling the globe—and what it reveals about the marketing of seasons. National Pumpkin Day was earlier this week in the US. Halloween is just around the corner. Which got us wondering: Has the entire world gone pumpkin crazy? Or have marketers simply become extraordinarily good at turning autumn’s arrival […]
After more than three decades at the ANA, a rare perspective on what marketing has become—and what it takes to lead through reinvention. When Bob Liodice concluded his opening remarks at this year’s ANA Masters of Marketing, the audience rose to its feet. It was a fitting acknowledgment of a leader preparing to conclude more […]
