Latest news with #marketing
Forbes
13 hours ago
- Business
- Forbes
Why Brands That Show Up As Human Are The Ones Breaking Through
Ran Wei Baker is Head of Marketing at Microsoft for Startups, focused on human-centered storytelling and founder-first brand building. In a time when content is everywhere and attention is scarce, what makes someone stop scrolling, lean in and actually care? It's not the latest product release. It's not a flashy campaign slogan. More often than not, it's a moment of real human connection: a story that feels honest, relatable and rooted in something deeper than features and benefits. As marketers, we've all heard that 'authenticity matters.' But too often, it's treated as a tactic rather than a core strategy. The truth is, when authenticity leads, connection and results follow. At Microsoft for Startups, we work with early-stage companies around the world to help them build fast, scale smart and sell more. While our value proposition includes access to cloud infrastructure, technical support and go-to-market resources, what consistently performs best across every channel isn't what we offer, but who we serve. By centering our brand storytelling on our founders—their challenges, their grit, their missions—we've been able to create more immediate, emotional and lasting engagement with our audience. And this is something any marketer can apply, regardless of industry or company size. Here are three tips for applying this strategy in your own organization: • Lead with people, not products. Instead of starting with features, start with the humans behind the innovation. What drives them? What have they overcome? What do they believe in? • Make your users the storytellers. Let your customers and community narrate the impact. Real voices build real trust. • Use every format to humanize. On social, share behind-the-scenes moments. On your blog, go deeper than surface-level wins. At events, invite users to speak to their lived experience, not just to the product or technology. Founder Stories That Spark Connection Consider the example of Thea Myhrvold, founder of Getbee, a startup rethinking how people buy and sell online by reintroducing human interaction into digital commerce. At a time when online shopping has become largely transactional, Getbee's live video platform enables real-time connection between brands and consumers. When Microsoft for Startups featured Thea's journey, from her early experience in retail to her vision for more engaging online experiences, the response stood out. Audiences connected not just with the product, but with Thea herself: Her energy, her expertise and her passion for innovating at the intersection of technology and humanity made the story instantly compelling. The piece sparked higher-than-usual engagement and led to follow-up interest from partners and other founders. Another example is Typeface, a startup helping brands scale personalized content creation using generative AI. What stands out in their story isn't just the technology, but their mission to help marketers create with both speed and authenticity. When we highlighted the founder's perspective on democratizing creativity, it sparked conversations beyond AI, touching on the evolving role of brand voice and the future of storytelling. I recommend asking yourself: Who are the people behind your brand? What stories are waiting to be told? Replicating The Approach Across Channels We've replicated this approach across formats, and here's how you can, too: • On social, share snapshots of your users pitching, building and reflecting on their "why." • On your website and blog, highlight user stories that look beyond the usual success metrics, exploring what drives them and what they've had to overcome. • When hosting events, encourage your customers to go beyond the demo and speak to the journey that got them there. Final Thought: Making It About Meaning These stories remind us that audiences aren't just craving inspiration; they're craving connection. In a world of polished noise, the unpolished often feels most powerful. For fellow marketers, especially those in high-growth or innovation spaces, here's my challenge: Don't just tell us what your product does; tell us what it means to the people using it. Let your users, customers and communities be the storytellers. Show us the impact through their eyes. The most powerful brand stories today aren't about the product. They're about the people it empowers. Authenticity isn't just good storytelling—it's good strategy. And as platforms, preferences and attention spans continue to evolve, I believe it will only become more essential to how we build meaningful, memorable brands. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Android Authority
14 hours ago
- Android Authority
8 smartphone marketing tricks that you really shouldn't fall for
C. Scott Brown / Android Authority While plenty of great phones are out there, manufacturers aren't above a bit of spin, truth stretching, or outright lying about their products to make them stand out. Don't believe me? We covered some sketchy smartphone marketing tricks many moons ago, and we've seen plenty more questionable tactics employed since. With that in mind, I'm taking another look at a few smartphone marketing tricks you shouldn't fall for. Which marketing tactic do you hate the most? 0 votes Shady foldable phone measurements NaN % Misleading camera zoom claims NaN % Speeding up AI features NaN % Misleading protective glass claims NaN % Bragging about peak brightness NaN % Shady charging measurements NaN % Promoting features before they're ready NaN % No warranty for water damage NaN % 1. Foldable phone thickness and weight measurements Paul Jones / Android Authority This is the most recent tactic on the list, as foldable phone makers are now using two ways of measuring device thickness. The first method sees the folded device measured from cover screen to rear cover without considering the camera bump. This method isn't perfect, but it's generally accepted on conventional phones. However, HONOR measures its foldables without considering the inner screen's protective film. This came to light after a leaker on Twitter discovered that the Samsung Galaxy Z Fold 7 was thinner than the supposed world's thinnest foldable phone (the HONOR Magic V5). Furthermore, it turns out OPPO also measures its foldables using this method. That's extremely questionable, as this inner film isn't meant to be removed by consumers. As far as we can tell, Google and Samsung use the first measurement method. Either way, you can't fully trust when a manufacturer says its device is the world's thinnest foldable phone. Furthermore, HONOR, OPPO, and vivo measure the weight of their foldables without including the inner screen's protective film. Again, this is a questionable way to make your device look better to consumers. It's also disappointing because today's foldable phones are slim and light anyway. 2. Fudging optical zoom I've said it before, and I'll say it again. You really can't trust some manufacturers when they talk about camera zoom. Perhaps the most egregious recent example is HUAWEI's Pura 80 Ultra. HUAWEI says the phone has one 50MP zoom camera that switches between 3.7x and 9.4x 'optical zoom.' However, a closer look at the spec sheet all but confirms that the company is doing a 2x crop from 4.7x optical zoom. Our testing also shows we can take a full-resolution 50MP shot at 3.7x, but not at 9.4x. HUAWEI isn't alone in muddying these waters. Google and Samsung are also guilty of shady zoom claims. These two brands refer to cropped 2x zoom from their main cameras as '2x optical-quality zoom.' By saying 'optical-quality,' they're presumably trying to fool people into thinking it's 2x optical zoom or that their 2x crops are as good as 2x optical zoom cameras. These 2x images look pretty good and maintain the same resolution as 1x shots, but they lose out on pixel-binning benefits like reduced noise, increased brightness, and improved dynamic range. Either way, 'optical-quality' is a vague term that doesn't really mean anything. It's a way for manufacturers to make an impressive-sounding claim without getting sued for it. My advice? Just assume that 'optical-quality' means 'pretty good' whenever you encounter this term. If you thought these aforementioned examples were bad, then I've got news for you. Apple goes a step further and describes its 2x cropped zoom as '2x optical in' and '2x telephoto' on the iPhone 16 specs page. No, the iPhone 16 and iPhone 16 Plus don't have telephoto or periscope cameras. But Apple evidently wants you to think otherwise. 3. Snappy AI features that aren't really snappy Samsung Another trend is for smartphone companies to demonstrate AI features like Circle to Search running on devices. These brands often post short clips or GIFs on their product pages, showing how easy these features are to use. However, the fine print often includes a disclaimer about these clips. More specifically, companies like OnePlus and Samsung include fine print noting that Circle to Search demonstrations are 'shortened and simulated.' That is, Circle to Search is less responsive on a real-world phone. It's not a huge deal, but it's still a curious marketing tactic. We can understand using this for brevity, but it can lead to false expectations about the performance of AI features. And it wouldn't be the first time liberties were taken with a Google AI demo. Smartphone makers also include media showing other Google AI features like Gemini, Gemini Live, and Magic Compose. However, these OEMs include fine print noting that these materials are only for 'illustrative purposes.' In other words, don't be surprised if it doesn't work quite as shown. 4. Comparing protective glass to tempered glass OnePlus We've noticed more smartphone makers creating alternatives to Corning Gorilla Glass. That's no easy task, as Corning's products are considered the best protective glass solutions on the market. However, some companies don't help themselves by comparing their solutions to tempered glass. This is a problem because tempered glass has largely fallen out of favor on mid-range and flagship phone screens. It's also the weakest type of protective glass solution. That doesn't stop some brands from claiming their custom protective solutions are 2x, 5x, or even 10x tougher than tempered glass. Oh wow, your in-house glass protection is tougher than a $3 screen protector. Get outta here. A more appropriate comparison would be to pit a custom glass solution against one of Corning's Gorilla Glass products. It only makes sense as Gorilla Glass is the most popular solution and the most obvious point of reference for consumers. To HONOR's credit, it told us that its own NanoCrystal Shield glass, which is ceramic-based, should outperform chemically tempered glass like Gorilla Glass Victus. So it's a good bet that all ceramic-based glass solutions should be more durable than older Gorilla Glass products like Gorilla Glass Victus and 7i. I'm sure these manufacturers don't want to risk their relationship with Corning, but I'd argue that customers are more important. 5. Bragging about peak brightness OPPO This smartphone marketing tactic has become increasingly popular in recent years. Many phone makers now promote the peak brightness of their phone screens. For example, the Galaxy S25 Ultra has 2,600 nits of peak brightness while the OnePlus 13 enjoys 4,500 nits. However, peak brightness is a gimmick for the most part. Peak brightness only refers to a very small area of the screen, often triggered for HDR content, but has no real impact on how bright a display looks for general viewing. A more important measurement is high-brightness mode, sometimes called HBM or full-screen brightness. I've also seen Google refer to HDR brightness. Either way, this measurement applies to the entire screen and is the maximum auto-brightness you'll experience when you're in the sun. This maximum brightness level only kicks in for a few minutes before the phone turns things down to save battery life. But it's still handy when you're stepping outdoors. Some brands like Apple, OnePlus, Google, and Motorola list full-screen brightness on their product and/or spec pages. However, Samsung only seems to list peak brightness. In any event, you should check reviews and third-party websites if you can't find full-screen brightness figures for a specific phone. 6. Some shady charging measurements Ryan Haines / Android Authority One marketing tactic we've previously covered is fuzzy logic around 100% charging. Many smartphones will show 100% capacity but will continue to charge until that 100% figure becomes 'fully charged.' This makes sense if you don't want to stress the battery, but sneaky OEMs can also do this to make more impressive claims about charging times. For example, some brands might say their phone takes under 30 minutes to reach 100%, but the truth is that the device might have to charge for 10 more minutes to finish up charging the final bit of the battery. Another charging-related marketing trick is to measure the phone's charging time from 1% instead of zero. This does make some sense, as many people plug in when their battery is low rather than when it hits zero. Nevertheless, going from 1% instead of zero allows OEMs to shave a fraction more off their promoted charging time. Needless to say, a completely dead phone will take a little longer to charge than officially claimed. 7. Selling features long before they're ready Ryan Haines / Android Authority Another shady marketing trick is to promote features long before they're ready for prime time. Perhaps the most infamous example was Apple announcing an overhauled Siri assistant in June 2024. Guess what? This upgraded Siri has been delayed and is reportedly scheduled to launch in 2026. That's almost two years after the initial reveal. Apple isn't alone in promoting features before they're ready. Google is also guilty of this, as it announced the Zoom Enhance feature at the Pixel 8 series launch in October 2023. At the time of the reveal, Google said this feature would come to the Pixel 8 Pro via a 'future' Pixel Drop. Unfortunately, Pixel 8 Pro owners had to wait until August 2024 and the Pixel 9 series launch to receive this feature. That's a long time to wait for a feature that was used as one of the phone's selling points. 8. It's water-resistant, but your warranty says otherwise Edgar Cervantes / Android Authority One of the most enduring marketing tactics involves the promotion of water-resistant phones. Scroll down to the fine print, though, and you'll see that the phone's warranty doesn't cover water damage. This isn't a new tactic, either. I remember Sony coming under fire in the mid-2010s for refusing to honor water damage to its water-resistant Xperia models. In fact, Sony even described its phones as 'waterproof' during this time. There is some logic to this tactic, as phones gradually lose their water resistance over time due to rubber seals, gaskets, and water-repellent coatings wearing down. Dropping your phone can also result in cracks and other forms of damage that compromise the IP rating. Nevertheless, it still feels like a copout for manufacturers to promote IP67, IP68, and even IP69 ratings but refuse to put their money where their mouth is. Got a tip? Talk to us! Email our staff at Email our staff at news@ . You can stay anonymous or get credit for the info, it's your choice. Follow
Forbes
14 hours ago
- Business
- Forbes
How AI Is Changing Marketing Communications
Kurt Allen, LSSBB, Vice President, Marketing & Communications at Notre Dame de Numur University. Marketing communications is undergoing a fundamental transformation, driven by the rapid integration of AI. Over my 25-year career, spanning roles at global banking, financial services and now higher education, I've led teams through multiple waves of marketing evolution. From brand development to omnichannel campaigns, customer experience strategies and digital innovation, I've witnessed firsthand how AI is reshaping the entire discipline. Today, AI is not just a tool—it's a strategic asset. Its power to personalize messaging, optimize campaign performance and predict customer behavior is elevating marketing communications from an art to a data-enhanced science. This shift is empowering brands to build stronger connections with audiences while maximizing operational efficiency. AI In Action: Personalization At Scale At its core, marketing is about relevance. AI enables marketers to deliver the right message to the right person at the right time, with a level of precision that manual methods simply can't match. Using machine learning algorithms, brands can now analyze customer behavior patterns, predict future actions and automate content delivery across channels. During my time in the financial services industry, AI was used to refine customer segments and personalize offers. Through predictive modeling and natural language processing, conversion rates were increased by tailoring campaigns based on credit behaviors, spending patterns and lifecycle moments. AI didn't replace creativity—it enhanced it by giving us actionable insights and allowing our teams to focus on strategy and storytelling. This approach is now standard across industries. According to McKinsey, companies prioritizing personalization see a 5% to 15% increase in revenue and a 10% to 30% boost in marketing spend efficiency. AI can help to understand not just who your audience is, but what they want next, even before they do. The Rise Of Intelligent Content Creation Generative AI tools like ChatGPT, Jasper and Adobe Firefly are reshaping content workflows. What used to take days—crafting emails, writing blog posts, designing ads—can now be prototyped in minutes. At Notre Dame de Namur University (NDNU), where I currently serve as vice president of marketing and communications, we've begun exploring AI to support content ideation, student engagement and personalized messaging. For example, during student recruitment campaigns, AI-generated copy allows us to test multiple tone and message variations quickly. This accelerates A/B testing and helps identify what resonates with prospective students faster than ever before. Combined with dynamic creative optimization (DCO) technologies, we're able to deliver multiple ad versions that speak directly to unique prospects' motivations—something impossible without AI. Still, human oversight is critical. AI can generate content, but it lacks the emotional intelligence and brand nuance that only experienced communicators can provide. I see these tools as co-pilots—useful for scale, but not a substitute for strategic thinking. AI-Powered Analytics And Decision Making One of the most significant impacts of AI is in marketing analytics. AI-driven platforms like Salesforce Einstein, Adobe Sensei and HubSpot's AI tools can ingest vast amounts of data, identify trends and recommend next actions in real time. In my roles leading customer experience and analytics functions, I saw how AI could transform customer journey mapping. By integrating data across platforms and channels—customer relationship management (CRM) systems, web analytics, social media and call center logs—holistic views of customer experiences can be created. In this way, AI helped us detect friction points, optimize touchpoints and prioritize actions. AI also allows for predictive and prescriptive analytics. Rather than just reporting on what happened, we're now asking, 'What's likely to happen next?' and 'What's the best decision we can make right now?' This elevates marketing from reactive to proactive—and increasingly, autonomous. Ethical Marketing And The Role Of Human Judgment With great power comes great responsibility. As AI becomes more integrated into marketing workflows, it raises critical ethical considerations—data privacy, bias in algorithms, misinformation and brand trust. Throughout my career—from banking and financial services to higher education—maintaining customer trust has been paramount. The responsible use of AI starts with transparency. Marketers must be clear about how data is collected and used, ensure models are regularly audited for bias and establish guidelines for AI-generated content. AI can suggest the most 'clickable' headline or promotion, but communicators must still ask: Is it true? Is it appropriate? Does it reflect our values? The future of marketing belongs not just to those who can master AI tools but to those who can apply them with empathy, cultural intelligence and integrity. AI's Impact On Marketing Teams And Talent AI isn't just changing what we do—it's transforming how teams are structured and how talent is cultivated. Modern marketing departments require a blend of creative thinkers, data scientists, digital strategists and AI-literate leaders. As someone who's built and led marketing teams across diverse industries, I see AI as a catalyst for upskilling and collaboration. At NDNU, for example, we've focused on developing hybrid roles—strategists who can interpret AI insights, creatives who understand prompt engineering and analysts who can tell stories through data. According to a LinkedIn report, AI skills are among the fastest-growing skills on LinkedIn, increasing 190% from 2015 to 2017 across all industries. To keep pace, leaders should invest in professional development and encourage a culture of experimentation. AI isn't here to replace marketers—it's here to enhance their capabilities. The Future Is Both Human And AI We're only scratching the surface of AI's potential in marketing communications. Emerging capabilities like sentiment-aware chatbots, AI-driven video production, voice synthesis and real-time translation are already transforming how brands interact with global audiences. But for all its technological brilliance, the heart of marketing remains human connection. AI may optimize the message, but it can't define your purpose, your values or your story. That's the domain of human marketers. As we embrace AI, we must do so with intentionality. Let's use it to create smarter strategies, more inclusive campaigns and richer experiences. Let's harness its speed without losing our sense of meaning. And above all, let's ensure that marketing remains a force for authenticity and connection in an increasingly automated world. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
The Standard
18 hours ago
- Business
- The Standard
Enough apologies: How Japan is shaking its price hike phobia
Hideyuki Okamoto, ice candy maker Akagi Nyugyo's marketing team leader, holds the company's flagship Garigari-kun candy bar at its headquarters in Saitama, Japan July 7, 2025. REUTERS/Makiko Yamazaki
Arab News
19 hours ago
- Business
- Arab News
The vision architect: Princess Nouf Al-Saud's blueprint for Saudi sport
When Princess Nouf Al-Saud started her role as general manager of marketing at Saudi Arabia's Ministry of Sport in 2018, she confronted a world unfamiliar with the Kingdom's pulse. 'When I first began this journey,' she said, 'I realized that many people around the world had never truly experienced our culture, our energy or our vision.' Six years and more than 135 global events later — from the electrifying debut of Formula 1 to the pioneering E1 Electric Boat Race — Al-Saud now orchestrates a marketing portfolio that has drawn more than 3 million attendees and broadcast Saudi Arabia's evolution to more than 160 countries. Her greatest triumph? Rewriting the narrative. Al-Saud told Arab News: 'We've evolved from being seen simply as a destination that hosts events, to being recognized as a forward‑thinking leader in sports.' Where skepticism once lingered, Al-Saud now projects certainty: 'Today, the most important message is that Saudi Arabia is not only open to the world, but actively shaping the global sports narrative.' This conviction permeates every campaign — whether amplifying community participation at Extreme E or embedding cultural storytelling into the WTA Finals. The most profound transformations, however, unfold in Saudi stands. 'A decade ago, it was rare to see parents, daughters and sons attending events side by side,' Al-Saud said. Now, stadiums brim with multi-generational energy. Al-Saud said: 'Girls are proudly wearing team jerseys, parents are cheering with their children and young fans are recognizing themselves in the athletes they watch.' She calls this phenomenon 'a ripple effect where sport becomes a shared cultural language' — a testament to Vision 2030's societal impact. Challenging global perceptions remains intrinsic to her work. 'We viewed every global event as a fresh opportunity to open a new window,' she said, countering stereotypes with experiential proof — be it through world-class venues or volunteers' warmth. Her creative arsenal relies on authentic storytelling: 'We flip the script by designing campaigns that don't just market a match or a race, they tell stories.' These narratives, showcasing international fans' pilgrimages or homegrown talent, serve a higher purpose: 'Our role goes far beyond ticket sales; it is about inspiring the next generation of athletes.' As chair of the Women's Sports Committee, Al-Saud wields platforms like the WTA Finals as catalysts. 'It's never been enough to simply host a women's tournament,' she added. Her strategy is inclusion at every level: 'We use these platforms to show that Saudi women are athletes, leaders, strategists and innovators.' From mentorship programs to leadership panels, the objective is unequivocal: 'Redefining roles not just on the court, but in boardrooms, production teams and strategy tables.' Amid the scale of progress, human moments anchor her. She vividly recounts the Italian Super Cup: 'Watching them, dressed in their club colors, walking through our fan zones with their children, laughing, taking photos, I felt an overwhelming sense of pride.' In that instant, the mission crystallized: 'It wasn't just about the game. It was about Saudi Arabia becoming a magnet for people who love sport, wherever they come from.' For Al-Saud, those smiles are more than rewards — they are proof that sport can build bridges no statistic can measure.
