Established brands stand to learn a lot from disruptive startups but in order to gain maximum value from any relationship they need to embrace innovation, think differently, fail fast and iterate quickly.
With Tesco announcing it will no longer look to sell Dunnhumby, the data giant behind its Clubcard loyalty programme, the supermarket brand is convinced it can create added value from ‘the asset’. Experts, however, insist that Dunnhumby and Clubcard must now evolve in order to remain relevant.
Facebook is partnering with the brains behind Tesco Clubcard, Dunnhumby, as it looks to show the impact advertising on the social network has on sales and increase its credibility among marketers by giving them the data to prove ROI.
The most successful startups aren’t shy about being forward, but their branding has to be immediately arresting and recognisable despite the lack of heritage and history. So what design tricks do startups use and what can established brands learn from them?
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.