Categories for B2B

Alan Hart
June 24, 2015

Where Is The Creativity In Big Data?

Can big data inspire creative thinking? Absolutely. Big data can be an inspirational element, but I believe I have shown by example that big data by itself is rather sterile and untamed. We are inspired by the world around us...

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Alan Hart
April 15, 2015

Does big data hinder creative thinking?

I believe the framing of the question is at odds with the fundamental concern – can a machine, or data produced from such a machine, provide meaning? The answer to-date is “No.” Why should “meaning” be the central question? In...

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Alan Hart
October 27, 2014

Story-based Marketing Moves, Wins at Expedia

Digital marketing is the future, but it’s also the present. Instead of wondering whether digital marketing will take over, companies such as Expedia, who started online more than a decade ago, want to know the future of digital itself. Vic...

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Alan Hart
April 9, 2014

Digital: The Hope, the Promise, the Risk

Last, week I came across an article in Ad Age about Mike’s Hard Lemonade shifting their marketing tactics from traditional to digital. As more and more brands proudly make the switch, it makes me wonder whether digital can live up...

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Alan Hart
January 30, 2014

5 Key Learnings to Achieve Trade Promotion Nirvana

Trade spending has soared to $200 billion worldwide and averages between 15 and 20% of revenue for consumer packaged goods companies, according to a recent report by Accenture and the Promotion Optimization Institute. As more and more companies begin to...

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Alan Hart
November 6, 2013

Opportunities for Brands Today (Part 2)

The other week I wrote about one of the most prevalent misconceptions of marketing: it’s the marketers, not the consumers that define brands. This week, I’d like to focus on another dangerous belief that marketers are guilty of having: Interpretation...

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