Marketers aiming to be entrepreneurial mustn’t be too ambitious or too negative, but instead be a ‘spotist’, who sees both the opportunities and challenges without being overwhelmed by either.
Inflation forces consumers to edit brands out of their lives. To retain a starring role, your brand must be essential to their day, or inject it with joy.
Brands and products that refer to themselves as ‘I’ come across as infantile and annoying. Think twice when creating your tone of voice.
Marketers are often preoccupied with practical challenges, but also need to address questions of vision that start with ‘why?’ and ‘what if?’.
Every sector has a blind spot in the experience that brands offer, and by addressing it you could gain a real competitive advantage.
Brands need to encourage better – not more – consumption, if they are to have a place in a sustainable future for our planet and society.
There’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.
Marketers 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.
Oatly’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.
All 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.
As 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.
Marketers have a responsibility to safeguard brand trust, particularly when an organisation is intent on embracing change.
Brands need big ideas to earn fame, but even though most media spend goes on digital, digital agencies are not set up for creative excellence.
For 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.
Mid-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.