It’s the most, wonderful, time of the year…list time! For our loyal subscribers, you’ll recognize this tradition. And if you’re just getting to know us, we couldn’t think of a better way to make an introduction. In our Top 13 of '13, we feature our most popular and well-read articles from the year, spanning topics as far ranging as growth, innovation, big data, digital and more.
These articles reinforce that while the need for a strong brand is constant, our paths for getting there have changed dramatically. The key to driving profitable growth lies in better understanding your customers to create new products, services and experiences that beat the competition. There are a variety of levers to pull in this complex world we live in, and we hope these articles provide a bit of clarity to some of the big issues of 2013 and beyond.
Take a look, enjoy and of course, share away. Best wishes for a happy and prosperous 2014, from all of us at Prophet!
1. 10 Quick Ways to Drive Organic Growth
The days of identifying where to drive growth without a clear plan how are over. In our most popular article this year, Fred Geyer highlights 10 ways to have immediate impact in your organization.
2. Your Brand Needs Energy!
In this marketplace, every brand is screaming at the top of its lungs – but who means it more? Yours needs to, if you want to cut through the clutter. David Aaker can help you figure out how to do just that.
3. Could You Be Holding Your Company Back? Debunking 3 Myths of Innovation
When you hear innovation you think technology, Google, Silicon Valley, Facebook. Next to those names, innovation seems impossible to achieve, or worse, it seems that maybe you don’t even need it. Andy Stefanovich and Josh Epperson tell you why you most definitely do.
4. Chan Suh on Creating a New Digital/Brand DNA
This year, Prophet was thrilled to add our Chief Digital Officer Chan Suh to our team. Not long after he joined, Chiaki Nishino sat down with him and picked his brain on the importance of ensuring that digital and brand strategy capabilities are intertwined throughout an organization.
5. Forget the Tradeoff: Drive Business Growth Using Your Master Brand
We’re at an economic inflection point that historically has created tension for marketers: Should you tightly manage spending, ride out weaker economic times or invest more to help drive growth in new areas? Jennifer Barron and Jesse Purewal provide answers to those questions, and pose more for you to answer yourself in this well-read article.
6. Marketing Mix Modeling is Not What it Used to Be (And That’s a Good Thing!)
In the last several years, almost every industry has seen major change. But possibly none more than the world of analytics. James Walker takes a look at the top 10 things that are different about marketing mix modeling in 2013, and why it is a more effective business tool now than ever before.
7. A Healthcare Experience Isn’t Enough: Why You Need a Brand Experience
The customer is always right...right? But what does that mean in the world of healthcare? The customer turns into the patient, and that journey is a lot longer, and a lot more complicated. Jeff Gourdi, Jeff Boyar and Maria Tazi simplify it.
8. Wanted: Better Brand Advocates
Every brand wants a long-term, committed relationship with their customer. It’s tempting to incentivize through paid advertising, sponsored social media posts and more. But what customers crave more than anything is authenticity. And that comes from tried and true, loyal, unpaid brand advocates. Holden Frederick tells you how to get them.
9. Myth Busters: Big Data Edition
Another buzzword impossible to escape this year was “Big Data.” Most things in life worth having are worth working for – and big data is no different. So, is it really that big? And if it is, is it good? James Walker breaks down those two and eight other Big Data myths.
10. Dove: The Most Impressive Brand Builder in 15 Years
According to AdWeek, Dove’s “Real Beauty Sketches” campaign was the most shared campaign of the year. It’s been shared 4.24 million times, and has been viewed over 59 million times. Those numbers are more than impressive, and that’s just the beginning. David Aaker expands on why Dove is the most impressive brand builder of the last 15 years.
11. Forecasting: The Design Studio of the Near Future
The inherent value of design thinking will never change. A brand cannot succeed without it. But the design studio, and what happens within, can certainly change – and already has. Darrin Crescenzi (also one of Fast Company’s Most Creative) hypothesizes what the design studio of the future will look like.
12. Seven Brands We're Thankful For
The holidays are a time to give thanks for your friends, family and other blessings in your life. But there are several brands that make our life easier that we just had to give thanks for, too! Josh Epperson tells you what they are and why we can't live without them here.
13. Apple’s Fall from Leading to Lagging Brand
Scott Davis is an Apple fanatic like most of us. His family has iPhones, MacBooks, iPads, an Apple TV…you get the idea. But now he’s questioning, is Apple still a leader? Or are they in danger of becoming a challenger brand to the likes of Samsung, LG and others?