When disruptors don’t disrupt

Often we hear more about how disruptors succeed than how they fail. However, while many new businesses seek to disrupt – i.e. to find ways to do things better than brands already established in the contested space – most new businesses close down within a […]

The Myths & Realities of Generational Marketing

Generational marketing has become almost a default segmentation for some brand owners. Most of the consumers in the market today are found within the generations born since World War 2 (i.e. after 1945). Names have been given to distinct segments that have emerged over this […]

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