Byron Sharp is wrong – of course brand perceptions influence sales
Byron Sharp’s recent claim that it is ‘impossible’ to place a value on brand perceptions is not just mistaken, it is a rejection of true scientific method.
Byron Sharp’s recent claim that it is ‘impossible’ to place a value on brand perceptions is not just mistaken, it is a rejection of true scientific method.
Ritson and Sharp locked horns over some of marketing’s thorniest issues, such as science, creativity and targeting – but found common ground rejecting marketers’ feelings of shame about their profession.
Estée Lauder’s first customer engagement and retail boss explains why the new role was necessary and how a focus on consumer insight is boosting innovation and the consumer experience both online and offline.
Netflix says it will stop reporting subscription numbers, instead looking at engagement as a key indicator of customer satisfaction and the future strength of the business.
‘That’s why mums go to Iceland’ has been a long-running slogan for the retailer, but it has been tweaked to reflect “all aspects” of its consumer base, its chairman says.
In a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?
Greenhushing is a symptom of marketers feeling nervous about how they communicate on sustainability, Pernod Ricard is attempting to “empower” its teams to tackle the issue.