Author: Ewald Jozefzoon

4 Expected and Unexpected Reasons Why Purposeful Brands Are More Successful   Is brand purpose the new black? Is it the hottest new thing in business? Is brand purpose to business what black is to the fashion industry? A quality that will never go out of style anymore? A recent B2B study, we conducted among 100+ CEO's and CMO's worldwide, suggested to me that the answer to...

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Eye to eye stand winners and losers. Hurt by envy, cut by greed. Face to face with their own disillusions. The scars of old romances still on their cheeks. And when blow by blow the passion dies sweet little death just have been lies. Some memories of gone by times would still recall the lies. (Michael Martens, Claudia Ute Bruecken)   Those of us who have lived through...

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There are two types of companies: The ones that believe ‘Profit is never enough’ and those that know ‘Profit alone is never enough’. More and more companies are switching sides, choosing the more fulfilling and prosperous life of purpose and Value. Their transition to purpose-driven organizations needs an active role from marketing. It’s a vital role because the whole company will need to buy-in to fundamental changes in...

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Big data harbors great opportunities for companies and customers: Companies realize higher profits as a result of improved customer intimacy, enhanced product innovation, and more focused operational effectiveness. Consequently, customers get more value from products that seamlessly fit their needs. That’s a true win-win value proposition...

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After a fruitless two-year $10 million marketing campaign to convince people there is nothing wrong with how they treat their orcas, Seaworld has finally caved to public pressure. Today, they announced that they will "end orca-breeding" and that they will "transition away from theatrical orca shows."   For decades, Seaworld's business model thrived on the commercial exploitation of killer whales. Back in 1997, John Hall (former Seaworld Research Director) estimated that...

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