BrandGrowth
The Grumpy Innovator: Why Good Ideas Don’t Always Win
Costas Papaikonomou on disruption, decision-making, and the overlooked power of the obvious. Innovation has become a kind of corporate reflex. When growth slows or markets shift, the instinct is often the same: disrupt, reinvent, transform. But according to Costas Papaikonomou, an innovation expert, entrepreneur, co-founder of Una Terra, and author of The Disruption Fallacy and […]
The Revenue Brands Keep Overlooking
Why the 50+ opportunity is still underestimated—and what’s beginning to change … The 50+ audience is described as the most valuable consumer segment in the market (Nielsen). And yet, it rarely shows up as the starting point for growth. Not in strategy. Not in creative. And not even in how success is measured. The issue isn’t visibility. […]
How Wide Is Your Swim Lane?
Nike, “Iron Nun,” and the growing tension between performance, participation, and belonging. Sometimes it’s the smallest things that don’t last very long that stay with you. A line of copy. A window message. Something that appears, sparks reaction, and disappears within a day. During marathon week in Boston—as the 130th Boston Marathon unfolded on Patriots’ […]
GEN MORE+ Signals: How Multigenerational Marketing Is Becoming a Brand Advantage
From Martha Stewart for American Eagle to Gwyneth Paltrow and Apple Martin for Gap to Coach’s cross-age resurgence, brands are learning that the strongest growth comes from connecting generations—not dividing them. Marketers have spent the better part of a decade fixating on generational labels—Millennials, Gen Z, Gen Alpha. Yet the most resonant campaigns of 2025 […]
Edelman’s “Power of 55” Rewrites the Rules of Age and Influence
GenMore+ Insight: Why marketers can’t afford outdated assumptions about the 50+ consumer This story first appeared in ANA magazine. Edelman’s Longevity Lab has launched The Power of 55, a cohort of creators aged 55 and older tasked with helping brands better understand, engage, and build long-term relationships with this economically dominant yet chronically underserved audience. […]
GEN MORE+ | The 50+ Opportunity Gap
Why Recognition Without Action Is Costing Marketers Billions (Yes, Billions) When The Internationalist published Openly Gray’s commentary on the overlooked revenue potential in the 50+ audience, the response was immediate. It resonated with marketers worldwide, who suddenly recognized how little strategic focus they’d given to this demographic — despite its extraordinary influence and spending power. […]
Lana McGilvray of Purpose Worldwide Offers Insights on How Purpose Drives Measurable Growth…
Lana McGilvray is the Co-Founder and CEO Of Purpose Worldwide, a communications consultancy that specializes in helping clients define and connect purpose to growth. In an era of accountability, particularly in marketing, even the most noble missions must be associated with economic outcomes. Given her broad experience with brands, associations, nonprofits, and tech companies, Lana discusses the biggest challenges in […]
AIMM’s Lisette Arsuaga Discusses How High-Growth Brands Embrace Strong Cultural Relevance & Inclusion…
Lisette Arsuaga, Co-Founder of AIMM, ANA’s Alliance for Inclusive and Multicultural Marketing, has long been an advocate for demonstrating how high-growth brands are also those with strong diversity and inclusion attributes or “cultural relevance” that is embedded throughout all marketing touchpoints. Recently, AIMM conducted a survey through the Cultural Inclusion Accelerator (CIA) to better understand consumers’ […]
What’s on the Minds of Marketers 2023?
Marketers Shift Priorities to the Immediate and the Practical
TODAY’S MARKETERS face a long list of urgent priorities. However, this year, the order of those priorities is changing. And while the word of the moment at Davos was arguably “resilience” or more specifically “a CEO’s preparedness to build resilience and navigate the impending turbulence to create economic growth,” 83% of CMOs cite ECONOMIC CONSIDERATIONS as their leading current concern— particularly relating to new messaging and adjusted budgets. Whether or not we use the “r” word— that’s recession rather than resilience— marketers, as well as investors, understand that the global layoffs of thousands at social media platforms and AdTech firms are largely due to drops in advertising revenue (along with earlier over-hiring).