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Maria T Barbieri
Integrated Marketing Strategy

Articles
Here you'll find articles I write on topics like marketing, strategy, human behaviour, branding or whatever sparks my curiosity. Enjoy!


Maria Barbieri
Aug 5, 20244 min read
Humanising B2B Innovation: What Emotions, Storytelling, Improv, and Sport Have to Do with It
When we talk about innovation in the business-to-business (B2B) world, the focus often falls on technology, processes, ROI, and KPIs....
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Maria Barbieri
Mar 3, 20243 min read
The Helmet That Launched a Thousand Insights: Marketing, Technology Innovation, and Climbing
Recently, my quest for a new climbing helmet led me to discover Mips patented technology— originally developed for high-speed sports....
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Maria Barbieri
Mar 30, 20235 min read
Identity provides a great opportunity. Will you grasp it?
Learn how to leverage on the power of identity to increase the effectiveness of your marketing efforts and personal goals.
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Maria Barbieri
Mar 14, 20235 min read
Ethnography: the unsung hero behind McDonald’s latest campaign and how businesses can tap into it
In the past weeks there’s been a lot of discussions within the marketing industry about McDonald’s latest campaign, which by featuring no...
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Maria Barbieri
Mar 14, 20236 min read
To listen or not to listen to your customers
What is the main job of a marketer? It’s the million-dollar question which still hasn’t reached a proper consensus within the industry....
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Maria Barbieri
Mar 14, 20235 min read
How to leverage Behavioural Science and Human Psychology to improve your customer knowledge and grow
Customer Knowledge is a key factor for the success of any Growth, Product or Marketing initiative. This has now become almost an...
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