11 Oct, 2024

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 […]

5 mins read

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 […]

4 mins read

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 […]

5 mins read

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 […]

8 mins read

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 […]

4 mins read

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 […]

4 mins read

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. […]

3 mins read

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 […]

10 mins read

Tim Love Shares How We All May Learn to Discover Truth in an Overwhelming Social Media World

Tim Love is the former Vice Chairman of Omnicom Group, and a man who has devoted a lifetime to loving advertising, marketing, and thinking differently.   When he saw storm clouds on the horizon of his chosen profession. he responded by questioning those with the greatest vision. The result is a new book entitled, Discovering Truth: How […]

6 mins read

Purpose and Profits– Does the Balance Shift with Economic Uncertainty?

IN A MARKETING WORLD where expressing brand purpose is now de riguer, The Internationalist asked its global audience if it is possible to balance purpose and profits amid economic uncertainty. In many ways, the survey answers were surprising. While respondents clearly had a strong understanding of the fundamentals of purpose-driven marketing, they were increasingly skeptical of not only “purpose washing,” […]

5 mins read