Marketing & the 5 W’s: why every marketer should take a journalism class

5Ws, business strategy, context, contextual marketing, innovation, marketing, marketing strategy, segmentation

Journalism 101. Who, what, when, where, why, how?… these key dimensions that are the foundation of journalism can also be used to design great marketing & segmentation strategies, and to turbo-charge your innovation efforts. The 5 W’s as they have been dubbed, can serve as a powerful tool for gaining deep insight into the contextual nature surrounding the need for … Read More


context, contextual marketing, positioning, psychology, reference point

All good marketing requires a rich understanding of context – environmental and personal.We are always embedded in a context. The time of day; the weather; the people we are with or not with; our location – at home, at the doctor, in a store, at work; our present goals, objectives and activities; our current emotional states & energy levels… to … Read More