10 books for marketing advantage
Helen EdwardsYou’ve likely read the foundational books of Kotler, Keller and Levitt but there are a number of other books marketers should read to add breadth, insight and originality to their marketing arsenal.
You’ve likely read the foundational books of Kotler, Keller and Levitt but there are a number of other books marketers should read to add breadth, insight and originality to their marketing arsenal.
Shortages of staff and raw materials mean marketers must influence how suppliers perceive them, and ground product development in supply chain reality.
Following the recent death of Red Bull cofounder Dietrich Mateschitz, our columnist breaks down the elements behind its and other notable brands’ marketing success stories.
Obsessively repeating what has proven effective may deliver results but leaves you vulnerable to disruption, so always leave some space to experiment.
Every research agency has a methodology it wants to sell, but here are five that marketers should consign to the scrap heap.
Unfiltered, unfettered conversations among real people reveal their values and priorities, so make your focus groups more spontaneous and less controlled.
Too much marketing feels like the product of a workshop settling too quickly on a solution. Instead, iterate your ideas and push yourself to do better.
The way marketing leaders behave directly influences their team. Positive CMOs are more likely to get their teams to deliver positive outcomes – and the same is true at the other end of the scale.
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.