If less really is more, did BT get its new logo right?
As BT underwhelms with its new brand design, Harry Lang asks how important investment is in an exciting logo and whether there is such a thing as ‘too simple’.
Harry Lang: From shock to acceptance, get familiar with the seven stages of job hunting
Planning a marketing career in a fractious economy is not easy, but there are seven clear stages anyone in search of a new job must go through.
Harry Lang: The pros and cons of hitching your brand to a celebrity influencer
Working with celebrities comes with risks and rewards, but self-made social media influencers offer an affordable route to fame for canny marketers.
Harry Lang: Great brand-building doesn’t have to break the bank
Brand-building doesn’t have to mean big-budget ad campaigns – for most, it’s about painstakingly using insight to create a reputation as the best product for the target market.
Harry Lang: Anticipation is the way to keep consumers coming back for more
Brands that create anticipation will have a better chance of building brand value and a compelling user experience that is sought out by consumers time and time again.
Harry Lang: Where’s the GDPR campaign to tell consumers about their data rights?
With only a month until GDPR comes into force, the information available to consumers is dwarfed by the advice for businesses. The ICO should be trying harder to inform people of their data rights.
Harry Lang: AI can’t replace the counter-intuitive thinking behind great creativity
The potential of artificial intelligence to carry out tasks and even exceed human intelligence is vast, but it will struggle to replicate the apparent human frailties that are, in reality, the source of creativity.
Harry Lang: Marketers can redeem their sins if they start acting responsibly
Since the snake convinced Eve to taste the forbidden fruit in Genesis, marketers have been breaking rules, but to earn back consumer trust they need to make a new commitment to behave responsibly.
Harry Lang: The five most elusive emotions in advertising
The most effective advertising triggers consumers’ emotions, but brands with mundane products find it hard to achieve – with these being the most difficult to get right.
Harry Lang: The game of life and how commerce is influenced by play
There are more similarities between gaming and marketing than you might realise as brands tap into the human desire ‘to win’.
Harry Lang: You can’t ditch brand for performance marketing – even in digital
It’s difficult to create true differentiation today, but even in online-only industries you still need brand marketing to make performance marketing effective.
Harry Lang: Consumers use the dark web to avoid brands, and we have to accept it
Consumers are increasingly hiding their online behaviour through use of the dark web and ad blockers, but marketers’ aggressive response will only make things worse. The solution is not more tracking but desirable content, says Pinnacle marketing director Harry Lang.
Coca-Cola, NatWest, Tango: 5 things that mattered this week and why
Catch up on all this week’s major marketing news including Coca-Cola’s new marketing director, Tango’s return to TV ads and the end of the Eat brand.
Why GDPR is no longer the wolf at the door
A year since the EU’s General Data Protection Regulation came into force, brands’ worries about its impact have faded, but that doesn’t mean the job is done.
Russell Parsons: When it comes to data, there’s too much emphasis on company and not enough on customer
While the introduction of GDPR a year ago was seen by many brands as the opportunity for a fresh start, for others it was the end of the journey rather than the beginning.
England focuses on ‘excitement’ of cricket in World Cup marketing push
The marketing team has worked closely with the players, including captain Eoin Morgan, to create a campaign that aims to highlight the diverse nature of the team and build excitement among young cricket fans ahead of the first World Cup in England for 20 years.
