Thoughts, observations and takeaways from our episodes

Unlike many marketers, Emma Kriskinans, VP Global Marketing for Tyk, has done it all: start-ups, large organisations, agencies, you name it. This makes her perfectly positioned to explain what one type of business can learn from the others — o…

After so much talk of transformation during a turbulent time, it felt like agencies would come out on the other side of the pandemic renewed and aligned with changing client expectations — so why do so many feel like they’re still franti…

Here at Unicorny, we’ve had a fantastic year of weekly chats with marketing experts, pioneers, and thought leaders.  We’ve explored everything from ABM to zero-party data, and learned a lot in the process. So, without further ado, …

The world of B2B marketing is changing, and you don’t have to look far to find agencies struggling to keep pace with rapidly evolving client needs. Marketing teams everywhere are haunted by the demand to ‘do more with less’, while …

In part one, we introduced the JetBlue proposition and the process behind their product and pricing strategy. It was a story of value innovation — but how do they discover where the opportunities to innovate lie?  In line with the teachi…

Passengers in starched suits. Stewardesses in hats and heels. On-board piano bars. Everyone knows air travel used to be glamorous. But decades later, leading airlines seem to be more concerned with who can offer the most stripped back service for t…

Tired of all the AI buzz? You're not alone. From LinkedIn blaggers claiming monumental successes overnight to the looming dread of AI replacing marketers by 2025, there's a lot to digest. But is there any truth to the hype around tools like ChatGPT …

What can marketers learn from the private equity playbook? Marketers should lead the way in creating value because marketing is the value creation engine in every business. So, while others argue about the various merits of brand versus performanc…

Marketing within compliance isn’t a Mission Impossible Marketing products and services in regulated or heavily legislated markets comes with unique challenges and complexities. To many, creating a buzz and being creative in such circumstances…

Operating in complex markets often requires collaboration with other businesses to satisfy a customer’s whole need. This is nothing new. Geoffrey Moore wrote about the importance of whole product marketing in his seminal book Crossing the Chas…