It’s the beginning of the end of the travel industry’s golden age
Harry LangVirgin Atlantic filing for chapter 15 bankruptcy protection might signal a turning point in how we travel – and how airline brands make money.
Harry Lang
Treat Covid-19 as your chance to ‘pivot’
Harry LangLockdown has been the mother of invention for those wanting to shift their marketing careers – or themselves.
Esports is a huge but immature industry that needs to grow up fast
Harry LangComputer gaming could soon be the world’s most popular spectator sport, but to ensure sustainable growth and brand-safe sponsorship opportunities, it needs to tackle grey areas around gambling.
Worried graduates should still choose a marketing career
Harry LangGraduates across the UK face uncertainty over their degrees and career prospects in numerous sectors, yet marketing remains a solid vocation.
Industries need to innovate to survive the coronavirus lockdown
Harry LangWhere possible, marketers should take a leaf out of the betting industry’s book, taking advantage of new virtual events and online markets, as coronavirus lays waste to business as usual.
Amazon proves consumers are choosing easy over ethical
Harry LangFor all the talk of conscious consumerism, Amazon’s market dominance continues apace despite its low tax bill and its excessive packaging.
What brands can learn from Skoda and Japanese rugby
Harry LangJapan’s rugby team might appear to have few links to Skoda, but both have excelled against expectation using a challenger mindset, which others can emulate.
The government’s patronising Brexit campaign should have been handled much better
Harry LangWith its reported £100m cost, is the Brexit ad campaign really the best Britain can come up with?
What to do if you’re priced out of sports sponsorship
Harry LangThe price of Premier League football sponsorship has become prohibitive for most brands, but women’s sport and lower-league teams represent an opportunity to build awareness and advocacy.
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The missing link between marketers and Gen Z
Harry LangGen X marketers are apparently struggling to connect with consumers under 25, as their habits and values are so different, but without stereotyping there are a few simple approaches they can take.
Creative awards remind brands of the need to take risks
Harry LangWhile advertising awards have little commercial value to clients, they at least remind us that great ads are cheaper and more effective at driving purchase behaviour than relying on outsize media spend.
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If less really is more, did BT get its new logo right?
Harry LangAs 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’.
From shock to acceptance, get familiar with the seven stages of job hunting
Harry LangPlanning 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.
The pros and cons of hitching your brand to a celebrity influencer
Harry LangWorking with celebrities comes with risks and rewards, but self-made social media influencers offer an affordable route to fame for canny marketers.
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Great brand-building doesn’t have to break the bank
Harry LangBrand-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.