Marketers must prove ‘sustainable consumption’ is not an oxymoron
Helen EdwardsBrands need to encourage better – not more – consumption, if they are to have a place in a sustainable future for our planet and society.
Helen Edwards
Five habits CMOs should avoid if they want to retain young talent
Helen EdwardsThere’s increased competition from employers for junior marketers, so to boost the chances of holding onto their brightest talent, CMOs need to rethink unconscious habits.
1 Comment
Reducing the ‘friction’ of too many choices makes your buyer’s decision easier
Helen EdwardsMarketers might not like the idea of cutting down their ranges, but reducing choice is one way to stop ‘micro-frictions’ getting in the way of the sale.
It’s not just Oatly’s tone of voice that’s distinctive, it’s the business’s openness
Helen EdwardsOatly’s failed trademark claim against a rival won’t hurt its ability to differentiate, as long as it stays humble and human in the way it does business.
1 Comment
Emotion is overdone, rational branding is the big opportunity
Helen EdwardsAll marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.
How brands can avoid the curse of convergence
Helen EdwardsAs much as marketers want to differentiate from competitors, brands in the same market often follow the same formulas. To resist that outcome, watch out for these five pitfalls.
The Post Office scandal proves trust is always built from the ground up
Helen EdwardsMarketers have a responsibility to safeguard brand trust, particularly when an organisation is intent on embracing change.
1 Comment
Digital is a downstream discipline
Helen EdwardsBrands need big ideas to earn fame, but even though most media spend goes on digital, digital agencies are not set up for creative excellence.
The biggest benefit of returning to the office is internal competition
Helen EdwardsFor all the assertions that teamwork and innovation are the main reasons to go back to the office, in reality the biggest incentive is the impulse to keep pace with colleagues.
A brand plan for the ‘quarantine hotel’ CMO
Helen EdwardsMid-market hotels are in the strange position of having to detain prisoners rather than delight customers. Here are a few ways they can avoid brand damage.
1 Comment
Design deserves the same status as advertising in marketers’ plans
Helen EdwardsAdvertising generally takes precedence over the more modest discipline of design when it comes to brand strategy, but marketers should recognise that they have the same influence over consumers’ perceptions.
1 Comment
A dictionary for Mondelēz, and 10 more suggestions for marketing Secret Santa
Helen EdwardsStuck for something to buy your favourite agency, CMO or marketing columnist? Here are some apt ideas that can’t fail to please.
John Lewis’s diversification strategy smacks of fanciful thinking
Helen EdwardsWhen established brands try to move beyond their core competence it rarely works, and John Lewis’s plan to move into residential property seems poorly thought through.
1 Comment
Stop ‘nudging’ customers and pay attention when they nudge you
Helen EdwardsBrands that ignore the small signs customers are unhappy will soon feel the financial impacts if they don’t respond.
Your employer brand means just as much to consumers
Helen EdwardsNow may seem the right time to prioritise customer-facing brands, but in this crisis your employer brand is critical to staff motivation and consumers’ perceptions of your company’s ethics.