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Marketing & Brand Strategy

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Podcast

Driving business growth by zeroing in on the consumer decision journey

– A big part of driving marketing-led growth is getting into, and remaining part of, consumers’ initial consideration set... of brands to shop. Companies can give themselves a leg up by making that a priority.
Article

Should CPG manufacturers go direct to consumer—and, if so, how?

– The digital world has given manufacturers new ways to engage consumers, but online direct-to-consumer models are a mixed bag.... Which ones actually work?
Article

What shoppers really want from personalized marketing

– What customers want and what businesses think they want are often two different things. Here’s what customers are looking... for.
Article

How to make sure your next product or service launch drives growth

– Fifty percent of launches don’t hit their targets. Launch champions follow these four rules.
Podcast

Setting an agenda for organic growth in the digital age

– Business leaders can focus on three mind-sets to drive growth in their companies and sustain that growth for the long term.
Survey

Mastering three strategies of organic growth

– Organic growth is key to companies’ futures. According to survey results, the best firms follow more than one path to achieve... it and also are better at developing the right capabilities to support it.
Report

Chinese luxury consumers: More global, more demanding, still spending

– Even as growth slows, there’s a sizable, and sophisticated, pool of luxury shoppers in China. But brands need to take a... new approach to keep them interested.
Article - McKinsey Quarterly

The roots of organic growth

– There are many paths to growth, and high performers take more than one—supported by reinforcing capabilities such as advanced... analytics and digital customer-experience management.
Interview

Why innovative products aren’t enough for a successful pharma launch

– In a tough launch environment, four executives share insights on how to set your company apart—with a laser focus on patients,... an agile approach, and an engaged organization.
Article - McKinsey Quarterly

Culture for a digital age

– Risk aversion, weak customer focus, and siloed mind-sets have long bedeviled organizations. In a digital world, solving these... cultural problems is no longer optional.
Article

Five questions brands need to answer to be customer first in the digital age

– Having a consistent brand voice in the digital age is not easy. Here’s how to think about the challenges and opportunities.