Leading in culture means leading in business, says Sérgio Brodsky, but culture also has the power to break brands and destroy reputations. ‘Know thy customer’ – there is not a more powerful maxim for those ...
Brands focusing on frictionless CX risk undermining the reason for their success. Sérgio Brodsky on brands transcending product and path-to-purchase. This article originally appeared in The Serve Issue, our October/November print edition of Marketing magazine. At its most ...
Cultural debate has become a day-to-day reality for members of the Australian population and brands alike. Sérgio Brodsky suggests ways for brands to impact culture and mobilise society. Contrary to how things were the past, the ...
Advertisers and organisations are getting more artistic in pursuit of a captivated audience, writes Sérgio Brodsky, but great campaigns are capable of doing more than creating buzz. This article originally appeared in The Culture Issue, our ...
Industry leaders tell Sérgio Brodsky how to make a mark in a target audience’s mind. This article originally appeared in The Generation Issue, our June/July issue of Marketing magazine. Every memorable experience has key features that define ...
Sérgio Brodsky deconstructs key causes of a butterfly effect that contributed to Australia’s past, present and future innovation-deprived generations. Innovation flourishes when critical thinking and the diversity of networks meet. Critical thinking is what allows ...
As the IoT turns every object into a communication channel, understanding the power of context becomes a brand’s ultimate advantage. By Sérgio Brodsky. This article originally appeared in The Intelligence Issue, our April/May issue of Marketing magazine. Change ...
Urban brand-utility could be the approach that meaningfully and profitably reconnects people, brands, agencies and local governments, writes Sérgio Brodsky. This article originally appeared in The Versus Issue, our February/March issue of Marketing magazine. The advertising ...
The act of boycotting is as much about self-identification as it is about a brand’s behaviour, writes Sérgio Brodsky. _ This article originally appeared in The Identity Issue, our October/November issue of Marketing. _ Freedom of ...
Sérgio Brodsky quotes Whitney Houston and calls for leaders to expose their own vulnerabilities in order to develop better relationships. This article originally appeared in The Love Issue, our June/July edition of Marketing magazine. It is often the case ...
In his column for The Social Issue, Sérgio Brodsky examines the trend of social networking away from mass connection. A judicial decision that suspended the use of WhatsApp in Brazil for 13 hours last December caused panic among its ...
To lead is less a matter of accumulating knowledge and more about enabling innovation in the face of challenges, writes Sergio Brodsky. ‘Experience is a comb you earn after losing your hair’ – that was the answer I received from a former triathlon coach when asked if, after so ...
