Brands need to ensure their designs are age-agnostic
Brands could be missing out on valuable sales by failing to attract consumers across multiple generations, so is taking an age-agnostic approach to product design the answer?
Don’t overlook the over 65s: The four groups of retirees that marketers need to understand
Jonathan BaconThe UK population is older and wealthier than it has ever been but in order to communicate with older consumers effectively marketers need to understand the diverging sets of retirees, new research finds.
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The five myths of marketing to mums
Mindi ChahalBrands are failing to connect with mothers as marketing communications see them as mums first rather than women with children, a tactic that does not resonate with them.
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How to find your ‘verbal identity’
Mindi ChahalAdding a distinct personality to verbal communication is a key differentiator for brands in a world increasingly saturated by visual messages.
The value of marketing and brand revamps: Your Marketing Week
Lucy TesserasAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the downside of focusing on ROI to Tesco’s assertion that marketing is “mission critical”, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Don’t waste a good crisis – take the opportunity to rebuild your strategy
Ben RhodesAs we come out of lockdown, solid foundations and a clear brand strategy are vital to guide short-term tactics and ensure long-term shareholder value, former group marketing director at Royal Mail.
Tesco’s brand director to step down after completing brand turnaround
Lucy TesserasMichelle McEttrick is leaving the supermarket after six years having played a “key role” in the turnaround of the Tesco brand.
A third of marketers anticipate an imminent rise in job opportunities
Michaela JeffersonMarketers are feeling optimistic about employment prospects as the UK’s lockdown restrictions ease, following a year marred by redundancies and furlough.