Advertising 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.
Stuck for something to buy your favourite agency, CMO or marketing columnist? Here are some apt ideas that can’t fail to please.
When 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.
Brands that ignore the small signs customers are unhappy will soon feel the financial impacts if they don’t respond.
Now 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.
It’s true that a strapline can give a brand fame and mental availability, but only if it’s a great one, which gets harder to achieve as time goes by.
The pandemic has accentuated consumers’ already strong affinity for local brands, but innovation budgets remain big brands’ advantage.
Acting like a startup is never usually realistic for large corporates, but the Covid crisis now requires these companies to reassess many of their first principles.
As marketers work from home and strive to make sense of their marketing priorities, there is a case to be made for optimism, pragmatism and perspective.
B2B marketing can be great because the size of the opportunity is great but marketers must also realise it is a test of both flexibility and endurance.
If you are wondering whether you have the confidence to make it in the marketing industry, remember to listen to in-vogue marketing mantra less and the consumer a bit more.
Marketing is infuriatingly hard to articulate, and apt to languish unnoticed and unappreciated by those in harder-edged corporate roles. It can, however, make the difference between a corporation and its brands hobbling along the ground or soaring up into the stratosphere.
A change of decade carries with it a weight of hopes and predicted changes. Here’s my wish list of the ways I hope marketing will be better in 2020.
Marketing metrics have a tendency to tell you how you’re doing without telling you what to do and to exist within something infinitely more complex.
Why are British politicians so content to use the language of pirates to shed light on business?