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Nov 21, 2024 | 
aws.amazon.com | Chris Bailey
National security, defence, and law enforcement organizations want to use the cloud so they can share data and communicate in near-real time with their allies to counteract evolving threats to their citizens. For example, the United Kingdom’s Cloud Strategic Roadmap for Defence says: “A critical component of our Digital Backbone is hyperscale cloud capabilities across all classifications.
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Oct 22, 2024 | 
mediacatmagazine.co.uk | Charlotte Irwin |Phillip Katz |Chris Bailey |Philip Koh
Iconic taglines like ‘Every little helps’ or ‘Because you’re worth it’ have made household names of brands Tesco and L’Oréal — and even become part of our everyday language. But in the world of B2B, taglines can seem like an afterthought, if they’re used at all. Why do so many B2B organisations fail to embrace taglines? I think it’s time they took advantage of this powerful branding tool. A tagline isn’t just a few words thrown together for the sake of it.
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Oct 16, 2024 | 
mediacatmagazine.co.uk | Jenni Romaniuk |Josh McLoughlin |Josh Mcloughlin |Chris Bailey
When you work on a brand, you live and breathe it every day. Its existence pays your bills and puts food on your table, and you learn so much about it that, in memory terms, you look like the heaviest of buyers — with dense networks of brand memories that are easily retrievable anytime, anywhere. It’s also then easy to assume everyone else thinks the same way and lose touch with the thoughts and feelings of typical buyers, without even really knowing it.
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Sep 15, 2024 | 
mondaq.com | Chris Bailey |Khanh Nguyen |HA NGUYEN |ha nguyễn |vinh Nguyen
Although there is limited detailed reporting on software piracy
rates in Vietnam, the Business Software Alliance (BSA) continues to
classify Vietnam as a high-risk market. Vietnam's law provides
software owners the right to enforce their intellectual property
through administrative, civil, and criminal actions. In our
practice, the enforcement landscape heavily depends on the software
owner's active participation, particularly in warning and
negotiations.
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Aug 29, 2024 | 
mediacatmagazine.co.uk | Phillip Katz |Kevin Liang |Joel Stein |Chris Bailey
Dentsu has published its fourth annual Superpowers Index: the largest study of B2B buying behaviour globally. The index comprises data from over 14,000 buyer interviews and covers more than 25,000 buying experiences. As such, it reveals the key drivers of buying decisions, how to improve the buyer journey and the business impact of experience.
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Mar 27, 2024 | 
mediacatmagazine.co.uk | Joel Stein |Chris Bailey |Benedict Buckland |Zoe Elmore
It’s how teams bond. It helps creativity flow. So why do so many B2B brands act like businesspeople daren’t raise so much as a smirk? As Emily Fairhead-Keen showed in her recent MediaCat article, funny communication makes brands easier to choose and remember. Funny adverts get shared; funny creates fame.
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Mar 11, 2024 | 
mediacatmagazine.co.uk | Cos Mingides |Don Hoyt Gorman |Chris Bailey |Benedict Buckland
When payments and payroll platform Papaya Global felt its advertising was struggling to stand out in its increasingly competitive sector, the marketing team decided the solution was to go really big. The Super Bowl big, with a $7 million 30-second spot. ‘It’s not so we can sell more,’ Papaya’s director of communications, Hila Pera, told Tech Crunch. ‘Obviously, yes, we want to see a very direct ROI, but we all understand this is a brand building or a brand awareness play.
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Dec 18, 2023 | 
mediacatmagazine.co.uk | Adah Parris |Chris Bailey |Grace Gollasch |Kate Knowles
A couple of weeks ago saw the start of the 28th Conference of the Parties to the United Nations Framework Convention on Climate Change (COP28). Curiously, this time it was held in Dubai, a place steeped in a history of oil production that once accounted for half of its GDP. Yet there’s a certain irony to this choice of location that reflects the broader complexities we all face: the tug-of-war between immediate goals and long-term impacts.
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Nov 23, 2023 | 
mediacatmagazine.co.uk | Chris Bailey |Benedict Buckland |Zoe Elmore |David Alexander
The competition between B2B brands has never been so intenseBuyers are more cautious than ever when it comes to change, choosing to evaluate more brands, increase decision times, and look further afield than their incumbents. Buyer expectations are moving at pace, and a lot of B2B brands are struggling to keep up.
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Jul 11, 2023 | 
ibm.com | Chris Bailey
Applications are critical to the business. IT knows it, and the business knows it. Yet today, IT organizations lack visibility into the specific business processes those applications deliver and the context of how those processes are connected and impacted by the underlying container, cloud and infrastructure platforms they manage.
