White Monday

Black Friday. Promotions. Price cuts. Consumer going mad. Volume, volume, volume.

So, kudos to the brands that are calmly confident on their products and value propositions. That know how good their products are and what they promise and deliver to consumers. And that reject crazy price promotions on a single week to make sure they offer the right products and the right prices throughout the whole year.

I am taking to you, Hoopoe Running, Silva and Patagonia. 

Sharing is caring

In a world where people share the (best) moments of their daily lives, marketers need to remember that our most valuable customers are not only the ones who buy our products - but especially the ones who share their moments with our brands to their friends. Always give them an easy, natural, visual opportunity to share your products, purpose, uniqueness, brand - the media you'll earn will be free, but, most of all, will be authentic and trustable.

How to overcome decision making anxiety

The 2-doors mindset tool is a great help on managing and mitigating decision-making anxiety, as it helps to contextualize it. For better and faster decisions.

https://www.inc.com/jeff-haden/why-emotionally-intelligent-people-embrace-2-way-doors-rule-to-make-better-faster-decisions.html

"Essa Coca é Fanta"

 An amazing campaign from Coke, in 2017, in Brazil. I think the video is self-explanatory:

The Traction Treadmill - or the problem of scaling up a problem that is simply not good enough

 Another post from Andrew Chen. But I really think it is a good one, so...

Andrew Chen on how the next social media business models will be like

 

How to Design an AI Marketing Strategy - a good article from HBR

If we hold true that marketing is the function that has the most to gain from AI, then every CMO needs to have a clear automation strategy at her / his desk board now. This article from HBR is a good first step towards one.

Asia-Pacific Gen Z at a glance

 

Digital measures for CEOs

How do you measure digital transformation success in an organization? Mckinsey puts forward 5 KPIs for CEOs:

- Return on Digital Investments
- Percentage of annual technology budget spent on bold digital initiatives
- Time to market of digital apps (/ innovation, I would concur)
- Percentage of leaders' incentives linked to digital;
- Top technical talent attracted, promoted and retained.

Have a look at the article - it's really good!

https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/how-do-you-measure-success-in-digital-five-metrics-for-ceos#

The ten most valuable brands in the world

https://www.kamcity.com/namnews/uk-and-ireland/general/amazon-retains-title-of-the-worlds-most-valuable-retail-brand/

But it is curious to notice 3 of these top-ten brands have a common owner (Alibaba), that there isn't any European brand in it (fragmentation, fragmentation, fragmentation) and the rise of ecommerce.

On a provocative note - I would love to see how WeChat fares in retail vs these brands value. Its payment  and integration functionalities (that link up easily with WeChat Store and Wei-Store) make it a very powerful marketplace, always in the Chinese consumers' pockets.

Trends for 2021 and the next 3 years

 According to Vector ITC (link in Spanish) here are the 6 trends to look for in the next few years:

- An evolved digital journey;

- Digital Buyers are the new standard;

- Human Touch through technology;

- AI democratization;

- My digital self;

- Digital enterprise architecture.