Colin Lewis: Future leaders will need a compass, not a map
In an uncharted world of exponential change driven by technology, marketing leadership means depending on judgement as much as data, and personality as much as skills.
Colin Lewis: There are no such things as ‘industries’, only ways of serving the customer need
Short-term thinking will lead brands to disaster. Instead marketers must understand the value their product provides the customer to be better prepared for the future.
Colin Lewis: Friction is the one thing between you and more sales
Friction is anything that slows the customer down when buying your stuff, and we can choose to introduce it or not. But just remember, friction costs you money.
Colin Lewis: Innovation is the key test of marketers’ competence
Coming up with new ideas is now a core responsibility for marketers, but most only use it to make small changes to existing products. OpenJaw Technologies CMO Colin Lewis explains how to take practical steps to embed new innovation methods into your business.
Colin Lewis: Humans evolve at a glacial pace but technology with value is always in demand
Human nature evolves at a glacial pace but we still want a constant stream of new technology that adds value. Marketers must adapt to change while recognising some needs stay the same, says OpenJaw Technologies’ CMO.
How China surged ahead in mobile – and what the West can learn
Chinese new year offers an opportunity to examine the rapid progress of China’s smartphone-dominated consumer economy. OpenJaw Technologies interim CMO Colin Lewis explains what Western brands can learn.
Dolmio’s new campaign ditches the Italian puppets in favour of ‘real-life situations’
British actor Dominic West will star in the campaign as Dolmio heads in a new creative direction with its advertising.
Recommended reading: Sports marketing and maximising the value of content
From the latest thinking in content marketing to setting up an effective decision-making structure, Marketing Week reviews the latest books for marketers.
McCain, National Lottery & viewability – 5 things that mattered this week and why
A round-up of the week’s most important marketing news including new viewability standards, the National Lottery’s social media fail and brands taking back control of digital ad spend.
One digital innovator on his rise to CMO
Story of my CV: Having worked at Apple, Expedia and Skype at pivotal times for each brand, John Veichmanis has been at the forefront of digital innovation throughout his career, something which he has taken to his current role as CMO of luxury marketplace Farfetch.
