The 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.
Gen 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.
While 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.
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’.
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.
Working with celebrities comes with risks and rewards, but self-made social media influencers offer an affordable route to fame for canny marketers.
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.