Nike’s plus-size clothing sales may rise 10 to 35% with the brand’s addition of curvy mannequins, but the brand stand in favor of inclusivity isn’t the sportswear company’s first step into controversy.
They say data is an asset. I say it, too. If collected data are wielded properly, they can definitely lead to financial gains, either through a revenue increase or cost reduction. But that doesn’t mean that possessing large amounts of data guarantees large dollar figures for the collector. Data governance matters.
Chet Dalzell’s recent thoughtful piece on “Our Digital Selves” came along at the same time I (and probably a gazillion others) were pondering the increasingly pressing question of data privacy in the digital age.
Every customer touchpoint needs to enhance the customer experience, and the main way CEOs and CMOs can make that happen is to make it everyone’s responsibility.
In much of the brand messaging taking on societal issues, marketers were establishing positions that had been absent before. In Gillette’s new marketing strategy, its viral commercial that takes on “toxic masculinity” is actually a mea culpa for its own previous branding.
When my wife and I wanted some pine trees removed from our backyard, we made some calls to local companies. Most had full voicemail machines, while others simply didn't return calls. One guy showed up and didn't even turn his truck off. He stepped out of the cab, barked out a number, shook my hand, and left in his $65,000 Silverado.