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All articles by Ritika
What It Takes for Your Brand to Go Global
There were just a handful of global brands 40 years ago, writer and editor Elizabeth Wasserman pointed out in a recent article for Inc. Read More
What’s Your Multi-cultural Brand Strategy as U.S. Demographics Shift?
According to the Census Bureau, the United States is fast approaching a demographic tipping point in which today’s cultural majority will soon become the minority. Read More
Rules for Unleashing Creativity within Your Organization
Marketing is a creativity-meets-systems discipline with many moving parts. Unlike journalism, every blog post, infographic, guide, and social media strategy has an underlying sales and revenue objective. Read More
How 5 Marketing Strategists Stay Focused as Their Jobs Transform
The marketing community is experiencing a big shift. Now more than ever before, we rely on data to guide our spend allocation, messaging, and creative strategies. Read More
The Power of the Ordinary in Brand-Building
There’s a reason why some brands seem so lovable, inspiring, and timeless. It has nothing to do with these companies’ logos, color schemes, or marketing budgets and everything to do with a brand’s appreciation of the ordinary. Read More
Three Ways Brands Can “Think Different”
“It’s a very noisy world and we’re not going to get a chance to get people to remember about us much–no company is. Read More
Another Lesson in Marketing Economics: Unlocking Customer Value
Customer lifetime value (LTV) is one of the most important concepts in marketing today—it’s also the single-most pressing challenge. Read More