• Are you leading technology changes or is technology leading you?

    In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

  • Disrupting marketing as we know it

    Call it digital disruption or the fourth industrial revolution, our rapidly evolving environment is affecting consumer perceptions, purchase behaviours and the way they consume information and products.

  • Managing brands in a digital world

    With digital integration at the core of customer management, many marketers have been questioning whether the principles and approaches to branding are fundamentally different in a digitally led environment.

  • Building e-motional connections with customers

    The warm weather is upon us. It’s a time of year often associated with the blossoming of love and relationships, which has me thinking about how marketing has leaped forward in its ability to build emotional connections with customers.

  • Marketing skills in a virtual world

    It wasn’t so long ago that CMOs and marketers came to realise they were under-resourced in managing their rapidly expanding digital activities. In fact, many marketing departments are still today far from optimal resourcing levels, if not noticeably below.

  • Taking issue with ‘Branzac’ advertising

    Commemoration of the 100th anniversary of the Anzac landing at Gallipoli has not only been a time to ponder a tragedy that affected too many Australian and New Zealander families, it also shone the headlights on the whole marketing profession.

  • Customer centricity or eccentricity?

    Have you noticed the number of articles and excruciating LinkedIn updates imparting us with the irrefutable merits of ‘customer centricity’ and how it will change businesses and the world for the better for ever and ever? They now appear to stand as the new organisational words ‘du jour’, sitting comfortably alongside other grand terms like big data, content marketing, native advertising and other fashionable poetries of varying worth.

  • How to kill a mockingbrand

    Australia’s retirement system has the enviable reputation of ranking among the best in the world. But despite being hailed as one of the most progressive retirement schemes, the ‘superannuation’ brand does not resonate as positively as it should in the hearts and minds of Australians.

  • The age of clichés

    We have reached a point in time where marketers need to beware of the latest fads, buzzwords and easy clichés. Many are at risk of losing sight of what distinguishes them as true professionals: Their ability to market the right product at the right time, through the right channel, to the right audience, in the right manner.

  • The unbearable lightness of marketing leadership

    As the role of CMO and marketing leader evolves at a frantic pace, growing exponentially in complexity, a question remains: Should managers without recognised marketing credentials be appointed marketing leaders or CMOs?

Jean-Luc Ambrosi

  • Author, marketer
Jean-Luc Ambrosi is an award winning marketer and recognised expert in branding and customer relationship management. He is the author of the new book, Branding to Differ, a strategic and practical guide on how to build and manage a successful brand.

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