Knowledge @ ISD Global

October 24, 2021
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Facebook rebrand: a brave new world or a corporate mask to hide behind?

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Adam Sefton, digital strategy director of Superunion, looks at tech and FMCG sectors to unearth Facebook’s motives for restructuring and rebranding its business as has been rumored.

The news that Facebook is planning a major corporate rebrand is not that surprising. Mark Zuckerberg told The Verge back in July that he wanted people to come to know Facebook as a metaverse company, not a social media one, and the ‘big blue app’ is simply too well known as the latter to offer realistic flex into the former.
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October 23, 2021
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The rise of the eco-friendly consumer

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A montage of eco-themed illustrations against an off-white background, including a woman pushing a shopping cart full of greenery, a brown bag with trees sprouting out of it, and a wind turbine.

During the pandemic, people have become more sensitive to the environmental impact of their shopping decisions—and companies are responding.

At the height of the COVID-19 pandemic, consumers might have run low on toilet paper or flour, or might have searched online in vain for an inflatable backyard pool. But there was one thing in endless supply for many stuck at home: time. And given more time to contemplate everyday actions and choices, a lot of people started focusing on the environmental impacts of their purchasing decisions. Before the pandemic, consumers had begun to prioritize sustainability. But in PwC’s June 2021 Global Consumer Insights Pulse Survey, half of all global consumers surveyed say they’ve become even more eco-friendly. Read More

October 20, 2021
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HACKcellence Fest: A virtual Davos for the student community

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The Toshiba Kioxia pioneered HACKcellence Fest is a committed, purpose filled initiative to establish a Davos for the student universe in M East, Levant, Indian Sub Continent & all of Africa, a virtual meeting of young, bright minds coming together to discover tangible solutions to solve real life problems”. Conceptualised by branding evangelists ISD Global Dubai and enhanced by Middlesex University Dubai, the HACKcellence Fest saw a series of weekly mentoring sessions pioneered by seasoned stalwarts from diverse verticals in the region mentor students closer to the realisation of their visionary ideas. With over 650 submissions from students, the inaugural edition of the HACKcellence Fest truly lived up to its promise of championing innovation and entrepreneurship amongst the student community in the M East, all of Africa and India. Take a look at some of the videos from these mentoring sessions.

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October 19, 2021
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The Fundamentals of Power

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When we understand the fundamentals of power, it’s something available to all of us. But only if we know what it is, how it works, and how to shift it in our favor.

Julie Battilana grew up in Marsay, France, in a family of Italian immigrants. Early on, she recognized an unfair division of labor between the men and women in her family. Read More

October 18, 2021
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Next in loyalty: Eight levers to turn customers into fans

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standard-next-in-loyaltyHow do top-performing companies maximize the impact of their loyalty programs in the next normal? By focusing on customer behavior, segment by segment.

Since the onset of the pandemic, more than 75 percent of consumers have changed their buying habits. In a historic shift in brand loyalty, 39 percent have either changed brands or retailers, and 79 percent of those intend to continue exploring their options in the next normal.1  Read More

October 16, 2021
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You Don’t Close a Deal, You Open a Relationship

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Annual recurring revenue vs. new customers graph
If you want to stay in business, you can’t focus solely on closing new deals and bagging new logos. The bulk of recurring revenue for many companies comes from keeping customers, not recruiting new ones. That means your success depends on building great relationships with new customers from day one.

Current customers account for 33-50% of total revenue growth, even at startups, McKinsey & Company has found. Some companies even find their installed customer base brings in up to 80% of their revenue.

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October 13, 2021
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The Playbook for Hiring the Right Marketer at the Right Time for Your Startup

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GettyImages-1253504267With relatively few founders and CEOs coming from a marketing background, the org often remains a black box, particularly in the earliest days of a startup. There’s the hyper-focus on finding product/market fit, onboarding the first set of customers, and ironing out the kinks in the product to contend with — leaving marketing near the bottom of the to-do list. But plenty of startups then find that their launches are falling flat, there’s no way to get the word out without well-crafted content, and the initial website copy isn’t grabbing any eyeballs — potholes that a marketing hire can pave over.   Read More

October 12, 2021
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Neuroscience says listening to this song reduces anxiety by up to 65%

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Sound therapies have long been used to help us cope.

Everyone knows they need to manage their stress. When things get difficult at work, school, or in your personal life, you can use as many tips, tricks, and techniques as you can get to calm your nerves.

So, here’s a science-backed one: make a playlist of the 10 songs found to be the most relaxing on earth.
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October 11, 2021
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HEADS MUST ROLL

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unnamedThe Facebook scandal has made headlines all over the world for the past week. The total number of public statements I have seen from the marketing and advertising industry “leaders” at the 4As and ANA: Zero

– While the rest of the world is nauseated by Facebook’s activities, the industry that has the deepest connection to it, and has the most to lose, is ours. And yet….crickets.

– One of the responsibilities of our trade organizations is to defend and protect the interests of advertisers. And yet…crickets.

– Where are all the major brand bullshitters who lecture us about their virtuous commitment to “brand purpose?” Hello? Anyone home?

Let’s be very clear. Facebook is a product of the advertising industry. The advertising and marketing industries are fully complicit with Facebook. Every bit of squalid work that Facebook does is at the behest of marketers. Read More