Marketing is not only communication One of the most limited ways to understand marketing is to see it as the function responsible for communicating what the organization has already decided.... read more →
The mistake often begins before execution Many campaigns fail before they are launched. Execution may make the problem visible, but it rarely creates it entirely. A weak campaign is often... read more →
Studying famous campaigns does not mean copying them Memorable campaigns often create a dangerous temptation: the desire to repeat them. A company looks at cases such as Just Do It,... read more →
Publishing no longer means being found For years, many companies assumed that having a website, publishing articles and using a few keywords was enough to build digital presence. That logic... read more →
Content should not be reduced to traffic For years, content marketing has been presented as a tool for attracting visits, improving SEO, feeding social media or generating leads. All these... read more →
A brand does not compete only to sell Many companies interpret marketing as a fight to sell more, communicate more or gain more visibility. Although these dimensions matter, they do... read more →
Marketing was never just advertising For many years, people associated marketing mainly with advertising campaigns, catchy slogans or strategies designed to sell more products. While those elements are certainly part... read more →