Branding

Great Marketing Starts With Powerful Insights: Here Are 5 Rules to Find Them

Headshot of Peter Horst
By Peter Horst

All inspiring marketing rests on a powerful, catalyzing insight. Most marketing misfires stem from a miscue masquerading as an insight. As the starting point for any innovation, communication or experience effort, nothing is more foundationally critical than a sound insight for staying on-target as work progresses.

If an insight is even two degrees off at the start, by the time you’re reviewing work weeks or months down the road, you’ll likely be miles off the mark.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Headshot of Peter Horst

Peter Horst

Marketing has never had a greater impact on the business, and at the same time it’s never been more complex and challenging. The CMO Viewwill dive into the wide-ranging issues faced by CMOs as they navigate digital transformation, connected consumers, disruptive competitors and the need to justify their marketing investment.

Peter Horst is a Fortune 500 CMO and innovation leader who has spent three decades driving growth across diverse industries, ranging from consumer packaged goods to telecom, cybersecurity to financial services.  His experience includes leadership roles at Hershey, where he was most recently CMO, Capital One, TD Ameritrade, and General Mills. Peter has been part of creating and building some of the world’s most iconic brands through breakthrough innovation and award-wining marketing campaigns.  Awards and recognition include Cannes Lion, CMO Club Marketing Innovator Award, being named a Forbes Top 50 Most Influential Global CMO, and #22 of the top 500 global CMOs by Execrank.  Peter now speaks, writes and consults on marketing, innovation and leadership, and is a frequent contributor to CMO.com and other publications. Follow Peter at @peterhorst.

Recommended articles