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.
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.
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.
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.
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.
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.
There are more similarities between gaming and marketing than you might realise as brands tap into the human desire ‘to win’.
It’s difficult to create true differentiation today, but even in online-only industries you still need brand marketing to make performance marketing effective.
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.
Harry Lang, marketing director at gaming brand Pinnacle, looks back on the first half of his career and lays out everything he wishes he had known from the start, but which he had to learn from experience.
The nature of modern customers means marketers face a radically different landscape to their predecessors. Only those that blend knowledge, skills and mindset will prevail.
Coming together for the first time last month, the School of Marketing’s ambassadors – known as the Founding 50 – outlined their initial plans to get young people fired up about pursuing a career in marketing.
Taking a united stand on a few key issues is the only way a breakaway party could overcome the Labour and Conservative brands, according to new research commissioned by Marketing Week.
From scaling Kilimanjaro to making a fashion statement in East London, the sportswear giant is moving into hiking with the hope of eliminating the stigma attached to the outdoor sport while appealing to a new generation of consumers.
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