Articles

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

Maria Barbieri

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....

Maria Barbieri

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....

Maria Barbieri

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.

Maria Barbieri

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...

Maria Barbieri

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....

Maria Barbieri

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...

Maria T Barbieri Integrated Marketing Strategy