The opportunity cost trap: Why your best choice might be costing you the most
In 2020, Airbnb turned off paid marketing almost entirely. Travel demand had collapsed, the IPO was on hold, and Brian Chesky told his marketing team…
Archive
Marketing
Marketing Myth: B2B Marketing Plays by Different Rules
Every few months, I find myself in a conversation with someone from the B2B world who explains, patiently, why the marketing principles I’m talking about…
What purpose has purpose and has the trend lost its mojo?
Brand Purpose seem to be one of those marketing trends (of course it is not only a marketing trend but as we speak in this…
Who does really care about AI made ads?
AI is shaking the creative industry in many ways. One of them is that generative AI-based tools find more and more usage in creative content/ad…
The Art of the Vibe Marketing: Reinventing Marketing in the AI Age
With the rise of AI and the hype affecting many domains and industries also marketing got transformational impulsed fueled through generative AI tools that allow…
Slogan self sabotage made in Austria
Austria is sadly speaking from an international Marketing/Advertising perspective seen, a no-wheres land with not much brands and campaigns that gain the adland communities attention.…
Why creative people will fuel the AI revolution in marketing
The current wave of Artificial Intelligence (respectively generative AI) is reshaping the marketing landscape, setting the stage for what is anticipated to be a fundamentally…
Cannes 2025 – Besides AI it is still a creativity festival
The Creative festival in Cannes finally is over and besides of the AI wave and a huge presence of the big platform players (Meta etc.)…
Marketing is going from complicated to complex- How to adapt
Marketing as a business function always has been perceived by the people working in it as tough. Some might also use the word complex for…
A new boost for marketing mix modelling?
Marketing mix modelling has been around as a technique or a tools for quite some time but as of my experience was always a niche…