Search Marketing Knowledge Center

You're Thinking About Brand Value Wrong with Alfred DuPuy

On Scope December 4, 2025

Brand Finance’s Alfred DuPuy joins On Scope to dive into how the concept and formula for brand valuation has evolved over the years, why brand value is viewed as ephemeral when it is actually a concrete concept, and how misunderstanding all of this is actively hurting your bottom line.

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How Toyota Is Using CRM 3.0 in the AI Era

Conference Session Videos November 19, 2025

Today’s CRM demands intelligent and timely engagements, wrapped in seamless, cross-channel experiences. In this session, discover how CRM 3.0 helps break through the algorithmic noise.

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The Future of Synthetic Research Is Bright | On Scope

Podcast Clips November 4, 2025

From crosswalking to predictive personas, Morning Consult’s Michael Ramlet is intrigued by the future of synthetic research, even going as far as to say it will finally gain marketers some respect from the C-suite.

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How Is It Possible That Marketers Still Overlook Email?

On Scope October 16, 2025

Scott Cohen, CEO at InboxArmy, joins the On Scope podcast to discuss why email continues to be overlooked, despite being the most powerful channel in marketing. He covered underutilized approaches to email marketing, AI’s role in the channel, and why email will continue to dominate — even with gen Z and gen Alpha.

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What Japanese Housewives Taught a Startup About Its Product | On Scope

Podcast Clips October 15, 2025

While working for baby clothes startup Hanna Andersson, Katherine Melchior Ray, author of Brand Global, Adapt Local, learned a very valuable lesson conducting market research with Japanese housewives.

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Studying Other Cultures Makes You a Better Marketer | On Scope

Podcast Clips October 15, 2025

While researching her book, Katherine Melchior Ray, author of Brand Global, Adapt Local, learned exactly why it is so imperative for marketers to study cultures outside of the region or country in which they work and how doing so can create marketing superpowers.

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Are B2B Marketers Relatable? Their Future May Depend on It

B2B September 24, 2025

A new study released by several major marketing organizations upends the conventional wisdom that B2B purchasing decisions are driven by rational factors, such as product features and price points. The study underscores the growing need for B2B brands to practice a more human-centric, network-driven approach to marketing.

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This Ride-Sharing Brand Used AI for Its Custom User Profiles

Smarties Awards August 26, 2025

Grab Vietnam, a ride-hailing company, created personalized user profiles using an AI-supported customer relationship management (CRM) system.

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Hilton’s Secret to World-Class Guest Experiences? Emotionally Loyal Employees

Event Recaps August 26, 2025

Hilton, in collaboration with Phaedon, shared how it redesigned the Hilton Honors Champion program by empowering frontline workers to become brand advocates, enhancing both career satisfaction and the guest experience across its global portfolio.

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How This Organization Became More Than Just a Bank for Its Customers

Smarties Awards August 19, 2025

Recognizing an opportunity to be more than just a bank for its customers, Yapı Kredi, a Turkish bank, transformed its mobile app offering into more than just a banking tool, but a home base for various lifestyle needs across Turkey.

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This Vietnamese Rideshare App Won Business Before Users Even Entered the Country

Smarties Awards August 18, 2025

Vietnamese rideshare app Grab created a data-driven, highly targeted campaign intended to engage international travelers long before they ever boarded a plane, serving them rich content that helped them plan their trip and eased their anxiety about navigating a foreign land.

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Grab Vietnam Gives Moms a Boost with a Lift

Smarties Awards August 13, 2025

Grab Vietnam created Grab4Mom, a specialized platform that addresses the unique challenges faced by pregnant women and mothers of young children when using ride-hailing services.

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MILO Gives a Boost to Children’s Nutrition

Smarties Awards August 11, 2025

MILO revolutionized its market position in Vietnam by collaborating with the National Institute of Nutrition to scientifically validate that its product improves children's endurance.

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Infographic: Smarter Choices, Healthier Lives — How Consumers Are Making Food Choices in 2025

Knowledge Partners August 10, 2025

As interest in nutrient-dense diets grows, so does the demand for products that support a healthier lifestyle. This infographic from Inspira Marketing breaks down how consumer priorities around food are shifting.

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How Horlicks Drove Healthier Habits in the “Diabetes Capital of the World”

Smarties Awards August 8, 2025

Horlicks Diabetes+ deployed a multi-channel campaign that connected with a fickle target audience and drove powerful business results.

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How Brands Bounce Back

Trends and Technology July 4, 2025

The path to brand redemption is rarely a straight line. Reputational setbacks, product missteps, and marketing blunders that blow up on social media can erode consumer confidence, destabilize internal teams, and distress the company's financials.

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Authentic Entrepreneurial Stories Build Banking Connections

B2 Awards July 2, 2025

The Unshakeables redefined B2B financial services marketing by prioritizing storytelling and putting small business owners front and center. Featuring real entrepreneurs sharing pivotal moments in their journey, the podcast fostered deep audience connections, amplified by a strategic mix of audio and video digital and social-led promotion.

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Marketing News Quiz for June 28, 2025

Marketing News Quiz June 28, 2025

In this week's marketing news quiz: Southwest Airlines changes its seating policy, a summery ad campaign from OLIPOP, a new meal from Subway inspired by a new movie, and more.

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Why SMB Marketers Need to Lose Control to Win Customers

Trends and Technology June 27, 2025

Soyoung Kang, chief marketing and innovation officer at eos Products, puts a premium on listening to what consumers are saying on their social channels about the company and flipping those conversations into cheeky ad campaigns.

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OLIPOP Kicks Off Summer Ad Campaign Drenched in Nostalgia

Marketing News June 26, 2025

OLIPOP earlier this week dropped a new campaign with a nostalgic twist, with the prebiotic soda brand offering fans the chance to experience a retro hotel suite makeover in Austin, Texas. It's also giving away 5,000 influencer-style unboxing kits that include its most summery soda flavors and other merchandise.

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