COMPLICATED VS COMPLEX: TWO VERY DIFFERENT TYPES OF EXPERTS

Business has come to believe narrow expertise is the best. That's not true. Complexity and brand science helps us understand that not all experts have the same value.

INNOVATIVE PRODUCTS NEED SPECIALIZED MARKETING

Learning from the Kobalt Double Drive campaign.

PRICING AND COMPLEXITY: THE IMPACT OF COMMUNICATION

Pricing is the fourth strategic responsibility of marketing. Yet many companies lose its power by treating it as if it were simple. Not so fast...

INNOVATION

IS NOT COMPLICATED — IT'S COMPLEX.

The challenge of marketing innovative products is complex.

INNOVATION IS NOT A TAME PRACTICE

Bureaucracy wants predictability, putting it at odds with innovation.

INNOVATIVE PRODUCTS ARE KEY TO BRICK AND MORTAR FUTURE

Stores exist to sell product.