The majority of British brands are far more salient than they are meaningfully different, which puts them in a vulnerable position at a time when fame is no longer enough to drive brand growth.
William Hill is moving on from its high concept Anthony Joshua ad with a new campaign celebrating friendship, which focuses on customers as “people not just gamblers”.
Catch up on all the marketing news this week, including Diet Coke’s new campaign, Volkswagen’s rebrand and 2019’s ranking of the UK’s 75 most valuable brands.
Marketing Week reveals the top 10 marketers in the business-to-business sector, part of our Top 100 Most Effective Marketers project.
Salience is a much bigger challenge than differentiation, and codes are the way to achieve it – but using them creatively first requires decades of consistency.
Professional services firm Capita is overhauling its brand identity as it looks to transform its business and better explain its purpose across the markets where it operates.
The fastest risers in BrandZ’s top 75 UK brands show it is possible to drive brand value in any sector with the right strategy.
Marketing Week reveals the top 10 marketers in the sport, gaming and gambling sectors, part of our Top 100 Most Effective Marketers project.
This year’s Festival of Marketing will see our key editorial themes come to life across two days on the Marketing Week Strategy and Leadership stage and beyond – with the help of some of the biggest names in the industry.
YouGov’s latest report analyses the key characteristics that employees and employers need to possess – and avoid – to create successful workplaces.
Morrisons looks set to ditch the big Christmas TV ad spot for a second year, instead opting to spend its marketing money on staff and own-label goods.
The John Lewis Partnership says it will continue to invest “significantly” in marketing to make sure customers “appreciate and understand” its brands.
Marketers across the UK are doing outstanding work to create growth for their businesses and value for their customers. But to be one of Marketing Week’s Top 100 requires them to go even further than their peers
The Information Commissioner’s Office has been reviewing the way personal data is being used and wants marketers to realise the role they are playing in funding unethical digital practices.
The total value of the BrandZ UK Top 75 has declined 3% over the last year, with brands being urged to stop over-relying on their fame and start investing in high quality communications.
Unrivalled coverage, alongside practical advice
Marketers are relishing the opportunity to take on different responsibilities and expand their repertoire by swapping corporate organisations for emerging businesses.
BrewDog’s former marketing boss of three months says it was too early in the craft beer brand’s evolution to have a chief marketing officer, something which became “fairly obvious” very quickly.
Before swapping the corporate world for a startup, marketers need to get under the skin of what the role really entails, as well as understand what drives them both professionally and personally.
In her first interview since joining Eve Cheryl Calverley, the brand’s new CMO, talks about swapping big corporates for the startup world and her mission to refocus the brand and build a sustainable business that will stand the test of time.
The price of Premier League football sponsorship has become prohibitive for most brands, but women’s sport and lower-league teams represent an opportunity to build awareness and advocacy.
As British Airways celebrates its 100th anniversary, it is facing poor rankings, striking staff and irritable consumers but to secure the brand’s future it needs to stop focusing on the past and invest in the future.
Cadbury’s efforts to promote diversity have been ridiculed on social media, but the bigger issue is the hypocrisy of doing so while paying no UK tax.
Digital Shift: The changing martech landscape and horizontal innovation
From the ever-changing martech landscape and the rise of brands looking to innovate horizontally to the changing face of retail and the real impact of 5G, this Digital Shift report from Econsultancy covers all the hottest topics in digital marketing. Click below to listen to the accompanying webinar. Listen to the webinar
1. Foreword When I ask senior marketers to tell me what marketing framework they are most familiar with, they often suggest the 4Ps (Product, Price, Place and Promotion). This model was first published in 1960 by American marketing professor Edmund Jerome McCarthy in his book Basic Marketing: A Managerial Approach. This was in an era of […]
1. Foreword Before the launch of the iPhone in 2007, and for some years after that, ‘mobile’ was perceived as a standalone channel, deserving a dedicated strategy, budget and team. Now that ‘mobile’ has become infused into every aspect of digital marketing, no longer considered as a distinct channel, do marketers still need a standalone […]
Where ambitious marketers can learn, celebrate and shape the future
10-11 October
Tobacco Dock
With an estimated 1.3 million regular users of CBD in the UK, more brands than ever are infusing products with the extract. But with a complex regulatory environment and drug connotations, how can marketers make the most of this craze?
Gillette Labs will focus on attracting smart tech enthusiasts as the brand looks to engage younger consumers through a new purpose and different routes to market.
Marketing Week Explores: As brands strive to develop the next big innovation, the best strategy for success could be to collaborate with partners and search for ideas from across the entire organisation.
In his new role, Steve Challouma will help build on the brand’s turnaround as it looks to become a leading global consumer food company.
Marketing Week reveals the top 10 marketers in the retail sector, part of our Top 100 Most Effective Marketers project.
We explain the background behind the Marketing Week Top 100 Most Effective Marketers, and the methodology for how the final list was chosen.
Progressive web apps are growing in popularity, particularly among online retailers, as they look to improve the mobile experience and increase sales.
Online auction giant eBay is extending its customer-centric approach to help SMEs in Wolverhampton revive the struggling high street.
The beauty industry is a saturated market, meaning a stand-out product or interesting story is no longer enough to succeed as consumers become increasingly demanding and more digitally-savvy than ever before.
GoCompare and MoneySuperMarket have both shifted away from loud, price-driven messaging to focus on personalised customer experiences based on data, in the hope of differentiating themselves and increasing loyalty.
New research sheds light on which charities consumers are most likely to donate to, why they don’t give, and how to engage more young people with good causes.
When the European beauty bookings service needed to find new customers, it decided to get rigorous about the impact of each pound spent on advertising.
At a roundtable hosted by Marketing Week in partnership with Facebook, marketers debated the cost of hindering consumers on the way to making a purchase, and how brands can keep them coming back with smooth, hassle-free experiences.
