This could be a game changing article for #marketing in the Education category. LinkedIn data shows a whopping 90% of Education marketing campaigns in Australia and 96% campaigns in India are bottom-funnel orientated. 96%! But the number of prospective…lnkd.in/gnbM9XPT

I personally don't believe in the philosophical approach of the Stoics, where hard work (the 'hustle') delivers 'earned' reward. I acknowledge there's merit in it, but I've always felt it more rewarding to avoid pain of all forms rather than embracing pai…lnkd.in/gmkgAaf8

"We are in a recession and times are tough. Now is not the time to invest/experiment with #brandbuilding. Let's just focus on getting in the leads now, and we'll build #brand once we are out of the recession." If your leaders have responded this way when…lnkd.in/eCi5QMG6

How do you separate the tactics of the Long-term advertising (#Brand) & Short-term advertising (#LeadGen)? #EFFECTS: Short-term #marketing increases sales right away, but the results decay quickly and its effectiveness doesn’t really increase over time.…lnkd.in/gzYKYJMk

#CategoryEntryPoints (CEPs)and ChatGPT In Jenni Romaniuk's latest book, 'Better Brand Health', she outlines some ways to identify CEPs for your #brand. One of these is online data mining, which she cautions is fraught with biases and limitations. She spe…lnkd.in/gAcwvhus

Marketer: "We are making our next commercial purely out of #AI." More savvy marketer: "What are you selling? Nightmares?" From the uncanny valley Balenciaga videos to now this wonderful piece of commercial 'art'. If any creatives out there are worried…lnkd.in/gPyQzmNu

In talking to #B2B brands about this 'new' concept of Brand Building, I'm finding that there is an overemphasis on the tactical differences between communicating to a B2B audience vs a B2C audience. Buying Committees, long and complex buying cycles domina…lnkd.in/gYTVuvys

The glaring problem with publishing 'brand' content on organic social media channels.... Many #brands are posting their brand building content organically on #socialmedia. The problem with this is it's the wrong distribution tactic for the objective. Th…lnkd.in/gHBwe6NB

What is the best #B2B ad of all-time? I'd nominate the famous Volvo Trucks ad with Van Damme doing the splits. We don't generally think about this ad as being a B2B ad, but trucks are not only financed to individuals. Transport, logistics companies and…lnkd.in/gxG5CjXB

Yesterday I was lucky enough to catch up with one of titans in the world of perfumery, OLIVIER CRESP, who was passing through Singapore on a tour across Asia. He's the creator of iconic frags such as Amouage's 'Bracken Man', Azzaro's 'Wanted', D&G's 'Li…lnkd.in/gCGqtJVu

Shout out to my wonderful wife, Amber Clare, who today graduated top of her class (with distinction) on her second degree. She achieved this did during COVID whilst also having a baby and raising two kids as well as managing a team at her work. I couldn…lnkd.in/gAf6FsPV

I saw a post today on LinkedIn that told people that "#Branding is not about selling the product". The post used a carousel of photos of Steve Jobs and Apple as the example of how Apple doesn't use branding to sell product. See here:…lnkd.in/gsXNTYDU

Below average #ClickThroughRate? There's always a reason. Here is a simple hypothesis tree I created a few years ago (and just re-discovered) to get to the source of campaign underperformance. While it won't give you all the answers, it is a good st…lnkd.in/gazAkXym

Exciting news! LinkedIn has just launched a new AI feature to help you write your posts. All you need to do is provide a minimum of 30 words, and the AI will generate a response based on your prompts. This is a game-changer for those of us who struggl…lnkd.in/gJzx7TFm

In a world first, LinkedIn this week launched one of the most comprehensive B2B measurement frameworks and a supporting benchmark report to help #B2B brands better measure their #brandbuilding efforts on and off the LinkedIn platfo…lnkd.in/epQg9SKC lnkd.in/evqg7ah7

Are you moving away from 'Full Funnel' marketing and embracing the 'Two-Speed' marketing approach. The latest academic thinking in #Marketing is to move away from a 'Full Funnel' approach and to think about marketing more as a two-speed operation. Simpl…lnkd.in/gQ4di_5u

Shout out to my fellow LinkedIn Customer Science colleagues Peter Weinberg and Jon Lombardo for their new research piece in Adweek on building more creative #B2B brands. The team at the B2B Institute in partnership with System1,…lnkd.in/gdf7kaxD lnkd.in/gAXg_zdd

This is a small but important accomplishment for me over the last three months, as I look to invest in my #management skills. I've always prided myself in my strategic thinking, but, like many experienced strategists and teams, my proficiency around tak…lnkd.in/gt6wQnwd

When you say "#Strategy", what is it you mean? lnkd.in/gmicY53v

A quote from Rory Sutherland, that I just heard that I thought was inspiring. "If someone asks you to show them best practice; or if you are a marketer and are being shown 'best practice'; ask the question no one in the room is asking, which is: 'Best pr…lnkd.in/gjtJ_RYv