The Attention Economy Is Broken. Whoever Figures Out What Comes Next Owns the Next Decade of Brand Building.
The model that has governed brand building for the past twenty years is reaching its structural limits. The premise of the attention economy was that human attention, while finite, could be captured, measured, packaged, and sold at scale through digital platforms. Brands would compete for that attention with creative content and paid placement. The platforms […]Read insight
AI Will Not Replace Your Marketing Team. It Will Expose Whether Your Marketing Team Was Ever Creating Real Value.
The conversation about artificial intelligence and marketing has been dominated by two camps that are both, in their different ways, missing the point. The first camp argues that AI will replace marketing jobs at scale. The second argues that AI is a productivity tool that will make marketers more effective without fundamentally changing the function. […]Read insight
Why the Best-Run Businesses in the UAE Are Not the Biggest Spenders on Marketing. They Are the Sharpest at Positioning.
Spend enough time in this market and a pattern becomes clear. The businesses that seem to be everywhere, whose brands feel authoritative in their category, whose customer relationships are deep and durable, are not always the ones with the largest marketing budgets. In many cases, they are not even close to the highest spenders. What […]Read insight
The CMO Is Dead. What Replaces It in the Next Five Years Will Look Nothing Like Marketing
The Chief Marketing Officer role as it has been traditionally defined is in structural decline. This is not a provocative claim for its own sake. It is a description of a trend that is already visible in the data on executive tenure, in the growing number of organizations that are restructuring their commercial leadership to […]Read insight