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.
Anticipation is the way to keep consumers coming back for more
Harry LangBrands 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.
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Where’s the GDPR campaign to tell consumers about their data rights?
Harry LangWith 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.
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AI can’t replace the counter-intuitive thinking behind great creativity
Harry LangThe 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.
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Marketers can redeem their sins if they start acting responsibly
Harry LangSince 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.
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The five most elusive emotions in advertising
Harry LangThe 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.