The 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.
Brands 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.
Adding a distinct personality to verbal communication is a key differentiator for brands in a world increasingly saturated by visual messages.
At 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.
Intel feels “bullish” about its future, CMO Karen Walker says, as it invests behind its brand to support its “massive growth trajectory”.
If brands really want to empower women they need to ride the ‘fempowerment’ wave with intention, not simply jump on the bandwagon.
Diet 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.