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PATTERNS
From Timeless to Trailblazing:
6 Marketing Strategies

Issue One/2017

Sometimes you win by perfecting a marketing practice that has stood the test of time. Sometimes you win by blazing a new path. The most successful brands do both while constantly evaluating results and fine-tuning methods. We kick off this issue of Patterns with thoughts on when to choose best versus “next” practices. Then we explore five timeless and trailblazing approaches to maximizing performance in a global landscape where the only constant is change.

ARTICLE 1

ARTICLE 1

Beyond Best Practices: How to Win in a Dynamic Market

Best practices can be great for keeping your brand on track against the competition. But they can only take you so far. Learn how to manage risk while putting your team in the best position to create the next big thing.
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ARTICLE 2

ARTICLE 2

5 Insights into Multiculturalism and Talent Management

As brands extend their reach globally, multicultural teams are becoming the norm. Here are five insights for building a team that makes the most of each member’s cultural insights and talents.
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ARTICLE 3

ARTICLE 3

Retail is the Ultimate Social Platform

When internet shopping has taken over the choice-and-convenience model, what’s left for brick-and-mortar retailers to attract shoppers? Create ways for people to experience moving moments in person. Here’s how.
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ARTICLE 4

ARTICLE 4

4 Key Trends That Define How Millennials Interact With Brands

In the next five years, millennials will determine what happens to your brand. So the question is: Do you know how to market to them?
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ARTICLE 5

ARTICLE 5

4 Insights You Can Unlock by Mapping the Customer Journey

By taking the time to uncover the path your customers follow when they engage with your brand, you’ll gain four valuable insights that can help you build a stronger, more beneficial relationship with them.
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ARTICLE 6

ARTICLE 6

4 Approaches to Creative Leadership in CPG Companies

Developing and maintaining a clear approach to managing brand design within CPG companies can be a tough but decisively productive way to elevate the brand. We provide four emerging approaches from several large CPG companies.
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ARTICLE 7

ARTICLE 7

The Future Belongs to Millennials. How Well Do You Know Them?4 Key Trends That Define How Millennials Interact with Brands

Market leaders and innovators have been talking about “next practices” for at least 10 years, but it can be difficult for many in their audience to know what steps to take or how to identify the results of successful next-practice campaigns.

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