Andrew Baxter

Andrew Baxter

Senior Adviser, Customer, Brand & Marketing Advisory

Articles by Andrew Baxter

Innovation & Digital

The influencer strikes back

One of the oldest adages in marketing is that word of mouth is the most effective way of communicating with your customers.

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Innovation & Digital

The online search battlefield is shifting from typing to talking

For almost two decades, marketers have been trying to win the online search battle on a daily basis.

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Business & Economy

Election campaign lessons for marketers: money well spent and wasted

Like Christmas for retailers, and the Super Bowl for brands, the federal election is a date set in time that provides an immovable deadline for marketers.

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Business & Economy

After a decade of success stories, has the tourism industry become over reliant on social media?

The question for many boards and CEOs is whether this heavy reliance on social media is the optimal use of their marketing budgets.

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Business & Economy

Leadership brands lose their allure as marketers take up the challenge

A generation ago marketers wanted to work only on leadership brands. There was an inherent pride in working with and learning from the best, from the market leader.

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Business & Economy

Deeper and more meaningful customer segmentation – marketing’s forgotten tribes

Somewhere between one-to-one marketing and mass marketing, there’s a strategy which is slowly being lost.

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Business & Economy

Brand power in the age of declining trust

A KPMG report last year found that “trust has declined in almost every major economy and many developing ones”.

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