Disproving Ideas

By Cornelius Hummel

In my last post, I wrote about leveraging data to challenge assumptions, which for me as a strategist is crucial for gaining a deeper understanding of a brand or a market. Today, I want to build on this exercise and illustrate that it’s just as important to challenge the thoughts and ideas that we develop along the way.

Don’t Bore Me

By Jennifer Przywara

Two of the key success factors of content marketing are the relevance and the value of the content being distributed. But how to create valuable content while achieving relevance for both the sending brand and the receiving audience?