For years, Starbucks has dreamt of creating its own branded currency. But the reality has fallen short of the vision. But blockchain-based currencies and platforms like Simple Token will enable Starbucks — and countless other brands — to create their own branded currencies easily and affordably.
Historically, the term “marketing creative” has been associated with the words and pictures that go into ad campaigns. But marketing, like other corporate functions, has become more complex and rigorous. Marketers need to master data analytics, customer experience, and product design. These changing roles require a new way of thinking about creativity in marketing.
The term “company DNA” is sometimes used as a shorthand for an organization’s culture and strategy — a metaphor for what makes it unique. But there may be more to the metaphor. Understanding your company’s DNA can help you know what you can and can’t do, and how to achieve agility and authenticity in a changing world.