Marketoonist on digital transformation, September 2018
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Marketoonist on how to rebrand
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
How GSK’s digital transformation enabled it to ditch ‘safe’ advertising
Sarah VizardGSK has introduced a marketing capability programme – MIQ – as it looks to upskill staff around its new model for brand building and marketing in a digital world.
General Mills focuses on building digital IQ as it looks to take more strategic approach
Sarah VizardThe FMCG company behind brands such as Häagen-Dazs, Nature Valley and Yoplait is exploring how it can upskill its marketers in digital as it looks to better reach consumers online and drive up sales.
Mars rebrands Uncle Ben’s after criticisms over racial stereotyping
Sarah VizardThe move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.
Why brands need to react to customers in real time
MaryLou CostaSenior marketers explain how they’re addressing the rising significance of real-time personalised consumer interactions, since it has shot up the list of priorities and challenges during the coronavirus lockdown
Marketers must be at the centre of transformation, not at the edges
Ben RhodesMarketers are often guilty of focusing on superficial innovations – they should be at the heart of efforts to develop totally different digital business models.
How one brand is trying to shift from being known to being understood
Sarah VizardOS is synonymous with orienteering, bobble hats and mountains, but hopes a transformation that includes a new brand purpose and switch from a focus on products to customers will help improve brand equity and grow the business.
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