Agalia Tan

“For the last twenty years, strategy hashelped marketing become more measurable.For the next twenty, it may need to helpmarketing understand what meas

Operating at the cusp of business and cultureenables strategists to unlock brandopportunities beyond advertising, shapingareas like retail experience,

“It’s this beautiful opportunity, but also the impossible task, which is: peak once, walk away from that, and then reinvent and maybe do it again, bec

“That level of cognitive discipline is just going to be really tough for most people,” he continues. “It requires setting aside your short-term attent

Once you state the premise plainly, it begins to look absurd. A company hires talented people to spend months developing an identity, then tries to pa

Instead of asking how to “increase consideration,” work out the discrimination. Who is excluding