The Explosion of Ideas "Everything that can be invented has already been invented."  This famous quote—although mistakenly attributed to...

New Year, All Change? Philip Kotler has long been a guiding voice in marketing, and his latest book, Redefining Retail, brings fresh...

Addressable TV als sleutel tot persoonlijke aandacht Achtergrond onderzoek en probleemstelling In een versnipperende advertentiemarkt...

Gaining a competitive edge by identifying white spaces In a market where product differentiation is narrowing, competitors accelerate...

AI in retail. It’s the shiny new toy every marketer is desperate to flaunt. Today, algorithms and predictive analytics promise to...

As a market researcher, I’ve had the privilege of testing hundreds of ads before their campaigns go live. One of the recurring challenges...

Optimised for a No-Go Consider a product manager tasked with launching a new product in a specific country. With a clear understanding of...

You know that moment when you’re in the supermarket, staring at a sea of cereal boxes, and—without fail—you grab the same one every time?...

It’s no secret that people on social platforms are not there for the ads. So why are we still making long ones? Marketers know better—at...