CMOs reveal their top priorities
Understanding the competitive landscape is a hugely important part of a CMO's role. Information sparks inspiration, which can quickly become innovation.
12 February 3 mins
How to get started with AI
As we head towards a promised land where tedious tasks are completed by uncomplaining robots; we must remember the true purpose of marketing is engagement, interaction, connection and trust. It’s about people and helping them feel something, whether that’s curiosity, confidence or security.
14 January 3 mins
The future of asset management and ESG
“I think we will see firms continue to strip out explicit references to ESG and sustainability. They will favour language such as ‘resilience’ and ‘resilient’ and try to find other words that are less triggering,” says Alpha's Benjie Elston.
14 November 3 mins
Shh… Don’t flaunt our green credentials
The growing disenchantment with ESG in the United States has been well documented and, if we are being honest with ourselves, should not really come as much of a surprise. All movements and trends experience a natural ebb and flow, shifting between popular and unfashionable, until they find their equilibrium.
05 November 3 mins
‘We want to unleash the potential of Alpha Agency’
“We wanted to maintain the things that make this offering a marketing, brand and creative agency – not a set of management consultants," says Sam Iles, Alpha Group senior partner and global head of Alpha Agency. "So, naturally, we knew that this had to be something that looks and feels quite different to our consulting business.”
10 October 3 mins
The misunderstood messaging house
“Everything should relate back to the messaging house because it neatly outlines who you are as a business in a way that is tangible. You can maximise your brand strength by making sure that everything marketing produces is based around those interconnected pillars.”
10 September 3 mins
What to do if your brand does not generate cut through
“Inevitably, there is curiosity. People want to understand where a brand comes from. Having roots, being clear on your story, gives people a sense of your logic. Importantly, it should also support your positioning in the market.”
04 September 4 mins
The ugly truth is that looks matter
If your website doesn’t look attractive, visitors are less likely to stick around long enough to fully digest the content. A bad customer journey is confusing, has mixed signals and offers the user no clear path to get from point A to point B to point C. In this article, we outline some of the key areas companies need to be thinking about when it comes to their websites.
23 July 4 mins
What is good design?
You can tell when something has been shoddily put together or it hasn’t been applied with passion and love. You can see through all of that, and it speaks volumes about the people behind it – both the commissioner and the doer.
10 July 4 mins
Isn’t strategy only done in-house?
Companies outsource for countless reasons, but one area that is becoming increasingly popular is strategy. Some people might recoil at the thought; afterall, isn't that a key business priority that should be safeguarded in-house? But an outside perspective and access to wider industry expertise could make the difference between coming up with a broad plan or crafting a step-by-step strategy of how to achieve your goals.
20 June 3 mins