IMB JOURNAL
volume 1 : 2026 – issue 1 : january
When Tactical Marketing Fails :
Organizations often invest heavily in marketing execution while neglecting strategic alignment. This case study examines how strong tactical performance—measured through campaigns, visibility, and short-term engagement—can coexist with declining credibility and strategic coherence. By analyzing a
Strategic Marketing in an Era of Structural Uncertainty
Strategic marketing is frequently discussed, yet often misunderstood. In many organizations, it remains confined to communication activities, campaign execution, or performance reporting. This limitation becomes increasingly problematic under conditions of economic volatility, accelerated technological change,
Why Visibility Is Not Strategy
A Strategic Insight on the Limits of Marketing Exposure Author: IMB Editorial TeamIMB Journal – International Marketing BoardVolume 1 | Issue 1Article Type: Strategic Insight / Editorial Commentary ⸻ Marketing visibility has never been easier
volume 1 : 2026 – issue 2 : february
The Hidden Risk of Metric Obsession
Measurement has become one of the defining features of modern organizations. Advances in digital technologies have made it possible to monitor performance with unprecedented precision. Marketing teams track engagement across multiple platforms, executives review dashboards
When Marketing Dashboards Mislead Executives
Marketing dashboards have become central tools in modern organizations. Executives rely on visualized metrics and performance indicators to track progress and guide decisions. However, when dashboards are interpreted without strategic context, they can create a
Data-Driven Strategy vs. Data-Driven Reporting
Data has become central to modern marketing and business decision-making. Organizations invest heavily in analytics platforms, dashboards, and performance monitoring systems. Yet the availability of data does not automatically translate into strategic clarity. In many
volume 1 : 2026 – issue 3 : March
The Strategic Cost of Trying to Serve Everyone
Many organizations believe that broad market appeal increases growth opportunities. By offering services to multiple segments and adapting communication to diverse audiences, they attempt to expand potential demand.
When Strong Marketing Cannot Fix Weak Positioning
Marketing departments are often expected to solve broader strategic challenges within organizations. When growth slows or competitive pressure increases, leadership frequently responds by increasing marketing activity. However, stronger marketing execution cannot compensate for weak strategic
Strategic Positioning in Competitive Markets
Organizations often focus heavily on marketing activity while paying less attention to strategic positioning. Campaigns, content production, and digital visibility can create the appearance of market strength even when an organization’s underlying position remains unclear.
volume 1 : 2026 – issue 4 : April
Rethinking Growth Metrics
Why ROI Is Not Enough to Measure Strategic Success Author: IMB Editorial Team IMB Journal – International Marketing Board Volume 1 | Issue 4 April 2026 Why ROI Is Not Enough to Measure Strategic Success
Rethinking Growth Metrics
Insight: The One Question That Catches an ROI-Only Mindset Before It Does Damage Author: IMB Editorial Team IMB Journal – International Marketing BoardVolume 1 | Issue 4 April 2026 The One Question That Catches an
Rethinking Growth Metrics
Case Study: How an Over-Reliance on ROI Cost a SaaS Company Its Market Position Author: IMB Editorial Team IMB Journal – International Marketing Board Volume 1 | Issue 4 April 2026 The ROI Trap: How
volume 1 : 2026 – issue 5 : May
The Hidden Cost of Always-On Personalization
The Personalization Paradox The Hidden Cost of Always-On Personalization Author: IMB Editorial TeamIMB Journal – International Marketing Board Volume 1 | Issue 5 May 2026 The Hidden Cost of Always-On Personalization A retail client once showed
The Hidden Cost of Always-On Personalization
The Personalization Paradox Case Study: How a Retailer's Personalization Engine Won Every Metric and Lost Its Best Customers Author: IMB Editorial Team IMB Journal – International Marketing Board Volume 1 | Issue 5 May 2026
The Hidden Cost of Always-On Personalization
—The Personalization Paradox Insight: The One Question That Keeps Personalization From Becoming Surveillance Author: IMB Editorial Team IMB Journal – International Marketing Board Volume 1 | Issue 5 May 2026 The One Question That Keeps
volume 1 : 2026 – issue 6 : June
Why Brands Keep Getting AI-Generated Advertising Wrong
The AI Trust GapWhy Brands Keep Getting AI-Generated Advertising WrongAuthor: IMB Editorial TeamIMB Journal – International Marketing BoardVolume 1 | Issue 6June 2026 Why Brands Keep Getting AI-Generated Advertising Wrong In December, McDonald's Netherlands published
Why Brands Keep Getting AI-Generated Advertising Wrong
The AI Trust GapCase Study: McDonald's Netherlands and the Christmas Ad That Lasted Three Days Author: IMB Editorial Team IMB Journal – International Marketing Board Volume 1 | Issue 6 June 2026 Case Study: McDonald's
Why Brands Keep Getting AI-Generated Advertising Wrong
The AI Trust Gap Insight: The One Distinction That Separates AI Use That Builds Trust From AI Use That Erodes It Author: IMB Editorial Team IMB Journal – International Marketing Board Volume 1 | Issue
volume 1 : 2026 – issue 7 : July
Why a Strategy Built on Someone Else’s Platform Is Not a Strategy
The Zero-Click Era Why a Strategy Built on Someone Else's Platform Is Not a Strategy Author: IMB Editorial Team IMB Journal – International Marketing BoardVolume 1 | Issue 7 July 2026 Why a Strategy Built
Case Study: How Chegg’s Growth Strategy Became a $14 Billion Vulnerability
The Zero-Click Era Case Study: How Chegg's Growth Strategy Became a $14 Billion Vulnerability Author: IMB Editorial Team IMB Journal – International Marketing BoardVolume 1 | Issue 7 July 2026 Case Study: How Chegg's Growth
The One Question That Reveals Whether a Growth Strategy Is Durable or Borrowed
The Zero-Click Era Insight: The One Question That Reveals Whether a Growth Strategy Is Durable or Borrowed Author: IMB Editorial Team IMB Journal – International Marketing BoardVolume 1 | Issue 7 July 2026 The One
volume 1 : 2026 – issue 8 : August
Why 85% of Marketing Organizations Don’t Actually Have an AI Strategy
—The Readiness Gap Why 85 Percent of Marketing Organizations Don't Actually Have an AI Strategy Author: IMB Editorial Team IMB Journal – International Marketing Board Volume 1 | Issue 8 August 2026 Why 85 Percent
Case Study: How One Unreviewed Line of Copy Turned Nike’s AI Ambitions Into a Public Conversation
The Readiness Gap Case Study: How One Unreviewed Line of Copy Turned Nike's AI Ambitions Into a Public Conversation Author: IMB Editorial TeamIMB Journal – International Marketing BoardVolume 1 | Issue 8August 2026 Case Study:
The One Question That Closes the Ownership Gap Before It Becomes a Headline
The Readiness Gap Insight: The One Question That Closes the Ownership Gap Before It Becomes a Headline Author: IMB Editorial TeamIMB Journal – International Marketing Board Volume 1 | Issue 8 August 2026 The One