Christopher Lochhead is a co-founding partner @ Play Bigger Advisors with Dave Peterson and Al Ramadan. Along with his co-authors, he has developed a discipline called category design, revealed in the book Play Bigger – How Pirates, Dreamers, and Innovators Create and Dominate Markets. Previously he served as Chief Marketing Officer of Mercury Interactive, a $1B software company […]
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Most Recent Articles
“The Continuous Transformation Imperative” – John Hagel
The American Marketing Association has identified seven greatest challenges for marketers. High on that list is “digital transformation.” We asked John Hagel for his take on digital...
“Unleashing the Co-Creation of Value” – Jagdish N. Sheth and Karl Hellman
The internet and mobile marketing have sparked interest in co-creation of value defined as the collaboration of producers and consumers in the creation of value through the definition, production,...
“Why Categories Make Brands” – Christopher Lochhead and Heather Clancy
Christopher Lochhead is co-author with Heather Clancy of the new Niche Down: How to Become Legendary by Being Different and the Harper Collins “instant classic”: Play Bigger: How Pirates, Dreamers...
“How to Choose an Agency in the Digital Age” – Frank Grillo and Karl Hellman
The advertising business is barely recognizable from just three years ago. Of the top five agencies in 2015, only one was still top five last year and that one had half the revenue in 2017 it...
“To Start, You First Have to FAIL” – Orly Zeewy
The Odds of Startup Success Roughly 500 million companies are launched every month in the U.S. alone. Nine out of ten will fail. There are three key factors why they do but the top reason is that...
“Who Won the World Cup?” – Branding Analysis from SoccerBlog.com
For the recent FIFA World Cup 2018, SoccerBlog.com teamed up with The Marketing Journal to analyze the branding impact of the month-long tournament. Our methodology included three key sources –...
“Be Different, Not Better” – Christopher Lochhead and Heather Clancy
Christopher Lochhead is co-author with Heather Clancy of the new Niche Down: How to Become Legendary by Being Different and the Harper Collins “instant classic”: Play Bigger: How Pirates, Dreamers...
“Delta’s Customer-Centric Success: Implications for B2B Sales and Marketing” – Frank Grillo and Mark Blessington
Companies vary tremendously in how they strive to be customer centric. But most agree that customer-centricity is a key to achieving high customer satisfaction and company profits. Many of today’s...
“Don’t Be Evil: When Employees Stand Up to Save the Brand” – Philip Kotler and Christian Sarkar
What happens when employees decide their company should not pursue a customer or a project? Do they have the right to be conscientious objectors? At Google, that’s exactly what happened. This...
“Marketing in the Age of Alexa” – An Interview with Niraj Dawar
Niraj Dawar is a professor of marketing at the Ivey Business School and the author of Tilt: Shifting Your Strategy from Products to Customers (Harvard Business Review Press, 2013). He is the...
“Why Focusing on Marketing Spend Is a Mistake” – Kimberly A. Whitler
Marketing budgets. For some reason, this is a popular topic among news organizations. And I wonder why. Why do reporters and research organizations spend so much time talking about how much money...
Customer Culture: An Interview with Artem Agabekov, CEO and founder of Fabrika Okon
Artem Agabekov is the CEO and founder of Fabrika Okon (which means Window Factory), a Russian company founded in 2004. It is the largest manufacturer and supplier of windows in Moscow,...
“A Toy Story: LEGO, Aristotle, and the Business of Play” – Todd Weir
The Lego Universe Whenever you think about the LEGO Universe—which seems to be taking over a larger and larger percentage of the Infinite Prototype we all live in—you really have to talk about...
“Proving the Value of Third-Party Data” – Don Sutherland, David Mendelsberg and Mark Blessington
As seems to be true of all things marketing these days, third-party data acquisition expenditures are rising. The data broker industry is forecasted to have a compound annual growth rate of...
“Conscious Fashion” – An Interview with White Champa’s Anjana Das
Founded in 2006 by Anjana Das, White Champa is a global brand that bridges cultures to build a conscious fashion ethic. The company is based in Berlin, New Delhi, and Manila, and strives to create...
“DOWNLOAD: The Jobs-to-be-Done Canvas” – Tony Ulwick
Tony Ulwick is the pioneer of jobs-to-be-done theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of the strategy and innovation consulting firm Strategyn. He is...
“Delivering Customer Outcomes versus Selling Products: The GE Digital Case” by Frank M. Grillo and Karl Hellman
At one time, customers educated sales people about their business needs and provided information to help them shape customized solutions. Today, the internet has transformed the way information is...
“The CX Audit: Breaking Down Customer Experience Management” – Katherine N. Lemon, Peter C. Verhoef and Jon Dome
Managing your customer’s experience, or customer journey is one of the most complex strategic marketing challenges marketers face. Customer experience is at the heart of effective marketing. In...
“Brand Intimacy” – An Interview with Mario Natarelli
Why use yesterday’s thinking for tomorrow’s challenges? From Amazon to Apple, Whole Foods to Harley Davidson, we all have strong emotional connections to the brands we love. Yet in recent years,...
Customer Culture: An Interview with Luke Jecks, Former CEO, Naked Wines International
