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.
Transformation plans and Corona’s island: 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 Corona buying an island to Primark appointing its first chief customer officer, it’s been a busy week. Here is my take.
How Intel is ‘reigniting’ its brand as it preps for ‘massive growth’
Michaela JeffersonIntel feels “bullish” about its future, CMO Karen Walker says, as it invests behind its brand to support its “massive growth trajectory”.
From moments to movements: To truly have an impact brands need to understand the difference
Helen JamesIf brands really want to empower women they need to ride the ‘fempowerment’ wave with intention, not simply jump on the bandwagon.
Why Diet Coke’s ‘ultimate goal’ is connecting with loyal customers
Niamh CarrollDiet Coke is keen to emphasise its connection to fashion as it turns 40, with its Kate Moss partnerships designed to engage “loyal fans” and build equity in the brand.