Opinion

MaryMaddeverSM_0638 - Copy

The reset & reinvention of… the collective POV

We’re into another slog where no area of decision-making is on auto-pilot, writes Strategy publisher Mary Maddever.

Jennifer Horn

Great(er) expectations

Strategy Editor Jennifer Horn on marketers’ need to keep their brands accountable to their principles.

Back Page

Back page: Witchcraft & the occult

The consumer trend to watch in 2021, according Toronto’s Broken Heart Love Affair

alex-mccarthy-a6FHROHuQ9o-unsplash

How to keep your brand resolutions going

Cossette’s Rosie Gentile on why now is the time to try new things when it comes to customer experience.

logosftd

The design trade-off between innovation and familiarity

John Bradley and Carrie Bradley ask if recent attempts to update what brands stand for is worth losing what consumers know and love.

tony-chapman_headshot_cropped

UEP is the new USP

Expert Tony Chapman shares five ways for marketers to win over consumers by building a “unique emotional proposition.”

markus-spiske-QozzJpFZ2lg-unsplash

The anti-Black racism fight can’t be ‘business as usual’

Proof’s Bunmi Adeoye explains why Black talent feel like momentum has been lost, and how to fix it in 2021.

pexels-vitaly-vlasov-1383562

Our 2021 forecast: forecasts about 2021 won’t help you

With so much still uncertain, John Bradley and Carrie Bradley recommend protecting what you already have: brand and price.

110617bucks-carl-sketch-jumbo

Leo Burnett takes action with five micro-actions

President Ben Tarr shares the little-big things the agency is doing to move the D&I agenda forward.

tony-chapman_headshot_cropped

If there’s one thing the pandemic taught brands

…it’s that people want brands that beat with heart (not just deals), says Tony Chapman.

Faktor, Lisa 2

Short-term pivots, meet long-term brand-building

The desire for big ideas to be shared and celebrated has outlived the ups-and-downs of 2020, writes associate publisher Lisa Faktor.

edward-howell-VlTJdP8ZY1c-unsplash

How to avoid ‘wellness overwhelm’

Felicity’s Amy Laski explains how to help consumers navigate an information overload that got more intense during the pandemic.

arturo-rey-5yP83RhaFGA-unsplash

Holiday trends are pointing to a bigger retail revolution

Accenture’s Gregor Barry dives into the firm’s annual survey to see what trends will have an impact into the new year.

Jennifer Horn

The great acceleration

Strategy Editor Jennifer Horn on the need to adapt to a world moving at warp speed.

pexels-jack-sparrow-4047287

Why ‘making the business case’ is vital to reaching Black consumers

Ethnicity’s Howard Lichtman explains how brands under-valuing an entire community has led to a massive knowledge gap.