Colin Westcott-Pitt Discusses Growing a Billion-Dollar Brand and the World’s #1 Sports Nutrition Product
Colin Westcott-Pitt has been a well-known drinks marketer for much of his career, and many will remember his acclaimed work for Dos Equis and its “Most Interesting Man in the World” initiative. For the past several years, however, he has turned his attention to the global development of the Glanbia Performance Nutrition Brand Portfolio, which includes […]
The WFA, with Kantar Research, Offers Imperatives on Marketers’ Role in Sustainable Actions. Özlem Şentürk Explains…
The World Federation of Advertisers has been proactive in linking sustainability with marketing imperatives. From the launch of their Planet Pledge to recent conversations about the Green Hush, the WFA continues to provide marketers worldwide with ways to consider climate action. At their annual Global Marketer Week Conference in late April, they took another important step […]
Branding Expert Allen Adamson Discusses the Key to Successful Businesses through “Seeing the How”…
Ask branding expert Allen Adamson, co-founder of Metaforce, his perspective on the most important shift in contemporary marketing, and he’ll tell you it’s the need to focus on the consumer’s experience, rather than stressing product differentiation. His new book, Seeing the How: Transforming what people do, not buy, to gain market advantage explores why today’s most successful businesses […]
Earth Day 2023: Brands Making a Difference to the Planet
To commemorate Earth Day on April 22, and as part of The Internationalist’s Marketing Makes a World of Difference™ initiative, we are sharing case studies from around the world to highlight how brands have made a difference to the planet. This year marks the 53rd annual marking of Earth Day and the birth of the Environmental Movement in response to […]
PepsiCo’s Mauro Porcini Discusses Rebranding, Design, Innovation and What Inspires People to Buy Products Today…
It’s not every day that someone champions a global redesign of an iconic brand. PepsiCo’s Chief Design Officer Mauro Porcini led the process to refresh Pepsi’s logo and visual identity to make it more relevant today… and tomorrow. Clearly, he was realistic about the risks involved with so enormous a task, but he also understood how Pepsi’s […]
INTERNATIONAL WOMEN’S HISTORY MONTH: Contradictions or Progress?
Before International Women’s History Month ends, I wanted to acknowledge the many uplifting posts about women in the workplace, but also point out some conflicting, and quite confusing, findings from articles and studies published or reposted this month. I couldn’t help but notice several contradictions about women’s evolving roles, so I attempted to look beyond the headlines […]
Nick Bayer of Saxbys®, a Certified B Corp with a Mission to “Make Life Better,” is also Shaping Future Business Leaders…
Nick Bayer, Founder and CEO of Saxbys®, a certified B Corp with a mission to “Make Life Better,” has always been in the business of bringing people together. When he created Saxbys in 2005, he never considered it to be just a chain of coffee cafes, but rather a social impact company fueled by great […]
BMC’s Martyn Etherington Discusses “Lean Marketing” and the Role of a “Growth CMO”
Martyn Etherington is the Chief Marketing Officer of BMC Software, a Texas-based IT services/consulting and enterprise application software company with annual revenues of $2.2 billion. He is a strong believer in the importance of acting as a “Growth CMO,” and often attributes success to adopting a sense of “fearlessness” in that role. Additionally, he views marketing […]
Brands Marketing a Difference in the Lives of Women…
To commemorate International Women’s Day on March 8, and as part of The Internationalist’s Marketing Makes a World of Difference™ initiative, we are sharing case studies from around the world to highlight how brands have made a difference in a range of issues affecting women. The theme for International Women’s Day 2023 is: DigitALL: Innovation and technology for gender equality. […]
How Marketing Shifts of the Past Two Decades are Shaping the Future
At the end of January, The Internationalist, the company I founded at the beginning of the 21st century to connect the people and ideas in international marketing, celebrated 20 years. While that’s a milestone for any independent venture, it also caused me to look at how marketing has evolved over the last two decades and perhaps where it might […]