Features

Making an idea worth the trouble

Concepts are cheap. Anyone in advertising, PR, or branding knows this. Ideas are...

Beyond broad audiences: How AI precision, cultural intelligence are redefining customer segmentation

Customer segmentation is no longer a background marketing exercise. Instead, it has...

Meme culture: is your brand walking toward the mountains?

A lone Adélie penguin waddles away from its colony. It ignores the sea, its mates,...

Personalisation isn’t the advantage anymore. Precision is

There was an era when personalisation appeared enchanting. You received an email...

AI doesn’t create intelligent enterprises, people do

 The urgency to become “AI-driven” has assumed a recognizable form. Organizations...

Breaking consumers out of autopilot

Consumers no longer choose brands in numerous categories. Instead, they are simply...

Tributes from across the industry honour John Ajayi

The sudden passing of John Ajayi, Founder and Publisher of MARKETING EDGE, has sent...

Why customer experience breaks the moment it becomes a technology project

Customer experience almost always begins with good intentions. Leadership teams notice...

Urgency is often insecurity in disguise

Every January, the industry slips into anxiety. Declarations pile up on timelines....

From jerseys to culture: how brands market through sport

Sport has quietly become one of the most dependable marketing platforms for brands...