Category marketing

A chaotically awesome bubble of creatives: The four things I learned at my first Cannes Lions Festival

In 2018, Issa Rae told Stephen Colbert that the best advice she received from her mentors was, “Don’t be afraid to be a b**ch.” This powerful message was brought up again at June’s Cannes Lions International Festival of Creativity during…

Live From Cannes: Marketing Is All Tech Now, but Tech Desperately Needs Marketing

One thing that strikes me here at the Cannes Lions 2022 festival is how many panels talked about how there are fewer and fewer actual "CMOs" now and way more chief commercial, growth or revenue officers. Even those roles that…

Creating a New Market? Consider Making Your Own Lightning!

In the book Play Bigger, the authors use the language of the “lightning strike.” From a marketing and PR perspective, lightning strikes are part of the process of category design, a strategy that “focuses on creating a new marketing category,…

Does Content Marketing Really Work?

Competitiveness has become fiercer than ever as a direct result of globalization, technology innovation, and digital transformation. One way that companies can differentiate themselves successfully is through the use of effective content marketing which advances the positioning and goals of…

Why Blogging Works – and Some Key Best Practices to Drive Success

Marketing moves pretty fast – new technologies and channels pop up regularly, and marketers and PR pros must keep up with everything new that comes their way. However, one of the “old standbys” of digital communications continues to enjoy a…