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Why Emerging Markets Are the Blueprint for Marketing-Led Growth

In boardrooms around the world, there’s a growing expectation that marketing will not just build brand equity—but drive real, measurable business growth. Yet most frameworks for marketing transformation are still rooted in legacy-market thinking: slow, siloed, and overly focused on media efficiency rather than market creation. The truth is, the future of marketing-led growth won’t…… Continue reading Why Emerging Markets Are the Blueprint for Marketing-Led Growth

What is your earliest eCommerce memory?

It’s about time for me to retire the t-shirt pictured here; but there’s an exciting eCommerce story behind it. In 1999 the Silicon Valley entrepreneur Dale Sundby, backed by CBS launched a site called StoreRunner.com. It was one of a handful of sites that brought together multiple retailers with a focus on local inventory categorized…… Continue reading What is your earliest eCommerce memory?

SHEIN – a lesson in marketing

Digital is not an expertise, it’s just the way business is done today. I’ve written about SHEIN before as one to watch, and yet again as analysts dig deeper into their model we can see that this company is really setting the benchmark in running a data-driven, direct-to-consumer, business – using all the tools of…… Continue reading SHEIN – a lesson in marketing

A new model for creativity, influence, brands and purchase… SHEIN

🐉 The hidden dragon in eCommerce SHEIN has made a step forward into new fashion brands — but this time, sourcing it from the #crowd. As they launch a competition to create new fashion brands they are not only crowd-sourcing their new designs to give even greater breadth, but also touching a core target group. The…… Continue reading A new model for creativity, influence, brands and purchase… SHEIN

The new gold rush. 💵💴

With #eCommerce penetration now at critical mass, and beyond in many categories, the new gold rush is to connect media #audiences with the retail platforms — or simply to integrate the transactional step of the funnel. Looking East to the promises of #SocialCommerce, the key factor in all these executions is to connect the broadest audiences to a transaction in the…… Continue reading The new gold rush. 💵💴

Confinement Collection // Lockdown List

What have you bought during the confinement, and where have you purchased from? The lockdown has brought a swift acceleration of our shift from purchasing instore to online, even avid online buyers have moved new categories online. We have been testing out a number of retailers – how their supply chain and customer service performs…… Continue reading Confinement Collection // Lockdown List

Why you don’t need a digital strategy, but you need an HR strategy

What’s the point in having a different strategy for your digital world than the rest of it? Does your brand offer different products and services online than off? Are your consumers split into those that only go to stores and those locked in their basements on a laptop? It doesn’t make sense – yet we…… Continue reading Why you don’t need a digital strategy, but you need an HR strategy

Bootstrap marketing your business for dummies

I’ve been helping a few organisations get off the ground recently – in pure bootstrap mode – trying to figure out how they present themselves. Below are a few of the tips I’ve shared with them, to try and look professional, quickly, without major expense: 1/ Get a good looking logo We should assume that…… Continue reading Bootstrap marketing your business for dummies