Marketing

Opinions expressed by Entrepreneur contributors are their own. It was a firm belief of Karl Lagerfeld, former Chanel Creative Director, that a better future can be made by developing elements from the past. Inspired by the words of the German writer Goethe, Lagerfeld always referenced elements of the past in his fashion collections.  Archives are

Opinions expressed by Entrepreneur contributors are their own. Content atomization is the process of breaking down a brand’s narrative into many small pieces of content, each of which convey a small part of the broader story. For example, a brand like Nike might want to tell a big-picture story about the daring athletic feats its

Opinions expressed by Entrepreneur contributors are their own. Ecommerce has become a shopping staple for consumers worldwide. Purchasing products online has gradually grown in popularity for two decades. However, the coronavirus pandemic led to a growth spurt of the sector and cemented its importance in the retail sphere. Now, social commerce is here to take

Opinions expressed by Entrepreneur contributors are their own. All aspects of marketing thrive under a consistent, long-term approach but none more so than branding. Without coherent techniques and a consistent effort, it is impossible to build a successful brand or business. In some of my previous articles, I have touched on consistency and its importance

Opinions expressed by Entrepreneur contributors are their own. The virtual event industry exploded during the pandemic. Like grocery delivery and home exercise equipment, sudden global restrictions drove an unprecedented need for pushing formerly in-person gatherings into always-online arrangements. But as lockdowns unlocked, businesses gradually returned to boots-on-the-ground venues. But is this really a trend whose

Opinions expressed by Entrepreneur contributors are their own. Mental models are frameworks that help people to understand and organize complex information. Mental models are used in many fields, including psychology, cognitive science, computer science and architecture. They are also used in marketing and management strategy. Mental models can be applied to the understanding of any

Opinions expressed by Entrepreneur contributors are their own. Companies are looking to data analytics to help them make better decisions, and those that aren’t are quickly falling behind. You’ve seen the recent headlines of some of the biggest brands in the world losing steam: Peloton, Netflix and Zoom, to name a few. They were all consumer

Opinions expressed by Entrepreneur contributors are their own. In a previous article, I discussed how corporate giants like Coca-Cola and Acura were venturing into the burgeoning world of NFTs, and the metaverses that are increasingly linked to them, in a slew of novel and imaginative ways. In this installment, I’m focusing less on how companies

Opinions expressed by Entrepreneur contributors are their own. Whether you’re an entrepreneur or a Fortune 500 company, it takes a significant amount of time, testing and investing to create a new product, open a new brick-and-mortar location or develop an entirely new brand. In order to make that product launch or grand opening moment great,

Opinions expressed by Entrepreneur contributors are their own. The development of marketing typically runs alongside technological developments. We’ve seen this with the printed press, television, radio and, of course, the internet. And by all accounts, we’re now on the cusp of the next great marketing leap forward. Much has been said, mostly just speculatively, about

Opinions expressed by Entrepreneur contributors are their own. Who should rebrand a startup pre-launch? Short answer: I did. Long answer: Anyone who has a brand, identity, persona or product that has evolved away from its genesis should consider it. We created the Grapevine AI brand because we thought we were strictly B2B, selling with the

Opinions expressed by Entrepreneur contributors are their own. Before any end, a period of questioning is natural. So, why do third-party cookies need to go? The answer could be a sordid saga of untamed and unfettered access to data for unlimited marketing strategies, and let’s say not everyone approves of this freedom. For years now,

Opinions expressed by Entrepreneur contributors are their own. The numbers provided by Edison Research show that 51% of Americans above the age of 12 have listened to a podcast at least once. There are over 144 million podcast listeners in the U.S. The rise of podcasting has been nothing short of meteoric, and it shows

Opinions expressed by Entrepreneur contributors are their own. Artificial intelligence is the new frontier of marketing. Marketing with AI has been proven to be a successful strategy for many businesses. It’s is a new way to reach customers and is much more personalized, targeted and engaging than traditional methods. AI marketing can be used for

Opinions expressed by Entrepreneur contributors are their own. Nearly 20% of all Twitter active accounts are likely fake, according to a recent analysis by SparkToro and Followerwonk. It brings into question the platform’s overall value as a marketing medium. Is it worth the effort to reach and grow an audience that may be largely comprised of

Opinions expressed by Entrepreneur contributors are their own. For every entertainer who’s become a business success, there are legions of others whose ideas have never left the gate or gone bust.   This is the phenomenon I discussed with professional wrestler, actor, professional podcaster, author, musician and video game protagonist, “Brimstone”, (aka “William Kucmierowski” or “Will Kaye”.) At

Opinions expressed by Entrepreneur contributors are their own. It is a common misconception that a company’s logo is the same as its brand. Unfortunately, branding and marketing are not that simple. Design encompasses more than a company logo, and branding stretches beyond design elements. However, without design, it is highly doubtful that leading brands would

Opinions expressed by Entrepreneur contributors are their own. As Asia‘s focus switches to building for a world after coronavirus — border reopening, consumption rebound, accelerating digitalization and booming startup scene, it makes the region an exciting one to watch with opportunities for business to match. In the face of global economic uncertainty fueled by the ongoing

Opinions expressed by Entrepreneur contributors are their own. When I speak to marketing leaders about brand health and how to improve a brand’s visibility, I emphasize the point that every business is a living entity. And, in order to thrive and ensure sustained growth, it is imperative to track brand health. Just like with living

Memorial Day was first widely observed on May 30, 1868 to mourn and honor the soldiers who lost their lives during the Civil War. Following United States involvement in World War I and World War II, the holiday became the generalized day of remembrance we know today, honoring those who made the ultimate sacrifice. But