Matthieu De Winter

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Six Components of a Great Corporate Culture

The benefits of a strong corporate culture are both intuitive and supported by social science. According to James L. Heskett, culture “can account for 20-30% of the differential in corporate performance when compared with ‘culturally unremarkable’ competitors.” And HBR writers have offered advice …

Two Terms Marketers Need for Today’s Media Landscape

We knew that the Internet would bring with it a whole wave of new media disruption. We were unprepared for just how massive the disruption has been. You needn’t look any farther than this one staggering statistic to understand the scale of change: Google’s advertising revenue is larger than that of …

A Salute To Mothers From P&G And Maria Shriver

Procter & Gamble had a hit in 2012 with its tribute to mothers of athletes and Olympians. Its new mom-themed spot, tied to Mother’s Day (this Sunday in the U.S.–don’t forget) is “The Gift My Mother Gave Me,” celebrating the life of Eunice Kennedy Shriver, the cigar-smoking, football-playing, …

Sign up to the Modern Marketing Manifesto

Taking the appropriate collaborative approach we have listened to all the feedback and comments we have received to flesh out and consolidate the …

Customer Experience

The New Marketing Mantra: Have A Big Heart, Play Nice, Boost The Bottom Line

The days of misleading and manipulative marketing are over. Here’s why honesty and kindness should be the new norm.<p>Your mother probably said it best, “You catch more flies with honey.” Translating that into business-speak, it simply means “the nicer you are, the more customers will gravitate …

Why Is Facebook Blue? The Science Behind Colors In Marketing

Turns out, something as simple as tweaking the color of a button changes user behavior or endears people to your product. Buffer’s Leo Widrich explains the importance of color in website and brand design.<p><i>Editor’s Note: This is one of the most-read leadership articles of 2013. Click here to see the</i> …

Social Media

Customers Don’t Want Ads, They Want A Conversation

Marketing is rapidly transforming into a dialogue between buyers and sellers or collaborative marketing. Crowdtap CEO Brandon Evans on the five trends driving the shift.<p>It is becoming clear that the future of social marketing, and marketing in general, will be built around collaboration. Social …