Articles

Dark social and the search for relevance

18 · 05 · 2017

By Mark Ralphs

The social web is changing. It is moving from the light into the darkness. Sounds ominous, but perhaps only for conservative marketers. Dark social is neatly summarised by Kristina Dimitrova

Does social media make us more productive?

07 · 01 · 2017

By Fernando Polo

With the recent launch of Facebook Workplace, now seems an appropriate time to evaluate the impact of social media on the way we work. In recent years US macroeconomic data

How to measure the impact of influencer marketing

16 · 10 · 2016

By Isabel Peláez

Influencers are the new opinion leaders. Information is passed from opinion leaders to opinion followers, as first proposed in the ‘two-step flow’ model of communication by Lazarsfeld, Berelson and Gaudet

Tesla: A love brand strategy

29 · 09 · 2016

By Carlos Blanco

Brands get a lot more valued from earned media than paid media. This is the plan for Tesla, a brand that succeeds at telling “stories” that impact people. Remember the

Open Innovation in the age of digitization

20 · 09 · 2016

By Carlos Blanco

Innovation plays an essential part in any successful organization. We don’t need to ask ourselves “why do we innovate;” instead the central question in our day-to-day is “how do we

Consumer Experience: a methodology beyond the hype

24 · 02 · 2016

By Pepa Romero

The customer experience is one of the primary motives that influences us when making consumption decisions. Many recently-published studies predict that in 2020, the experience will be a more determinant

Toyota Europe social media innovation

09 · 01 · 2016

By Laura Dinneen

During a 4-year innovation project we transformed the use of social media by Toyota across 31 countries in Europe. We designed and applied a unique social media model and programme

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