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Articles by John Ounpuu
Marketing Insider: Brace Yourselves For A Rise In Anti-Technology Sentiment
In recent years, we marketers have tied ourselves closely to the tech industry, doing our part to fuel its rise. It seemed like a safe bet. The tech world was powerful, influential and cool. It was defining the future. But these days, the world’s love affair with technology seems to be waning. Yesterday’s saviors are today’s threats—accused of being anti-competitive, addictive and destructive to democracy. In short, a backlash seems to be brewing. So what does all of this mean to marketers?
Marketers: Ditch the Trend Predictions and Reflect on What Matters
Peter Drucker once famously advised business leaders to “follow effective action with quiet reflection.” Unfortunately, in the modern era of hyperconnectivity, quiet reflection has become something of a lost art. In theory, the beginning of a new year is a perfect time for reflection. With the breakneck pace of business slowing down just a little, it makes it easier for us to find a moment to step off the treadmill and reflect on the big picture.
Do Brands Matter in Public Transit?
Metrolinx, the provincial government agency that oversees public transit in southern Ontario, including Toronto, recently found itself under fire for spending upwards of a quarter of a million dollars to refresh its brand. The agency says the primary impetus for the project is a lack of public understanding of what it does. Research Metrolinx conducted in 2016 found that nearly half of the residents the agency serves don’t know what Metrolinx is or what role it plays.
Marketers Are (Finally) Rediscovering The Power Of Focus
Econsultancy founder Ashley Friedlein recently made a bold prediction for the marketing industry’s year ahead: “The guiding star in 2017 will be focus”.An outside observer might reasonably wonder why a simple – even obvious – idea like focus merits so much attention.
Brand Quarterly Issue 25 - Out 21 MAR - Brand Quarterly
Featured In This Issue:The Future Of Marketing And Engagement Is Influential – Lee OddenCEO | TopRank MarketingBeyond The Boardroom: The Evolution Of Social In The Enterprise – Will McInnesCMO | Brandwatch5 Steps To Launch Your Social Employee Marketing Channel – Cheryl BurgessCEO | Blue Focus MarketingRenew Your Brand Strategy: Customer Experience Advice from Leading Brands – Andrew StothertCEO and Co-Founder | Brand VistaMastering Visual Storytelling: Three Tips To Avoid Tech Tunnel Vision...
CMO’s: Beware Of Specialist Bias
A specialist knows a lot about a little. Sometimes this is a good thing. Sometimes it’s even vital.But, not always.In the realm of cancer medicine, for example, research has found that specialists have a tendency to over-recommend the treatments they are capable of administering.This phenomenon is very human. And very hard to avoid. It’s known as specialist bias – the tendency for specialists to over-recommend solutions they are capable of delivering.
Workplace Anxiety Can Paralyze Your Team: Here's What to Do
We live in times of accelerated change and rising complexity. Disruption is everywhere. Politics at home and abroad are in a state of upheaval. In nearly every aspect of modern life, certainty and predictability are elusive. In short, these are anxious times. People everywhere are nervous and stressed out. And American’s are especially susceptible. A 2012 study by the World Health Organization famously concluded that America is the most anxious country in the world.
Why Less Digital Is Better Digital
In these turbulent times, the pressure to keep up is high. But what if it is also dangerous? It’s an exciting time to be a marketing leader, but also an overwhelming one. Digital dominates the conversation—and a growing portion of the budget. But it’s also surrounded by lots of hype, increasing complexity, and constant change. In response to the pressure to keep pace, many marketers are doing the logical thing: more.
What's Really Causing The Marketing Talent Crunch?
These days, marketing contains multitudes. The rise of digital has brought with it a parallel rise in complexity. And that, in turn, has yielded a diverse array of specialized agencies, software vendors and individual practitioners. Instead of one tribe, the marketing world is now a collection of many. And each of these tribes has its own orthodoxy. Its own way of thinking about marketing. Its own mix of biases, buzzwords and best practices. Of course, specialization itself isn’t new.
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