F1 celebrates the power of athlete activism with return to the track
Matt BarkerAhead of the new season kicking off on Sunday, the sport’s marketing boss Ellie Norman discusses racing, racism and responsibility.
Consumer confidence up three points as lockdown loosens
Matt BarkerGfK’s latest flash report brings some good news ahead of this weekend’s ‘re-opening day’, but comes with a warning about a fragile economy.
Why brands should stay true to premium price models
Matt BarkerCompanies should think twice about heavy discounting and seek to maintain a premium price strategy if they want to build brand equity as recession bites.
Owning an occasion: How brands are standing out during Covid-19
Matt BarkerThe ability to anticipate and satisfy consumer needs in a rapidly changing market will be key to success during the pandemic and beyond, as the likes of Mastercard and Budweiser have shown.
Amazon cements its status as the world’s most valuable brand
Matt BarkerAmazon tops BrandZ’s ranking of the 100 most valuable global brands for the second year in a row, keeping Apple in second as Google slips to fourth.
TikTok crashes into BrandZ’s top 100 as the highest new entry
Matt BarkerThe social media platform was one of this year’s big new entries, but can it replicate the success of competitors like Instagram?
Why sponsors are playing the long game as live sport restarts
Matt BarkerThe cancellation of major sports competitions due to Covid-19 has forced brands to rethink their strategies. While some struggled to adjust, others saw possibilities for a different approach to storytelling.
How marketers are becoming better leaders during Covid-19
Matt BarkerAs notions of leadership are redefined during Covid-19, a softer, more transparent approach is emerging as the best way to maintain trust.
How ‘Should’ve gone to Specsavers’ sealed its place in pop culture
Matt BarkerFirst introduced in 2002, one of the most successful taglines in recent ad history began life as a snippet of dialogue.
Luxury retail faces up to the challenges of a post-pandemic world
Matt BarkerThe luxury sector needs to fully embrace the possibilities of ecommerce if it wants to maintain engagement with consumers in the new socially distanced world.
Recommended reading: Broken retail and transformation without chaos
Matt BarkerMarketing Week reviews the latest books and articles for marketers.
How Virgin Holidays used AI-powered data insight to boost awareness
Matt BarkerWith the help of agency ForwardPMX, the holiday company successfully found a distinctive, trusted voice in a crowded sector.
Can Covid-19 help remove the stigma of mental health at work?
Matt BarkerLife under lockdown is sparking a shift in how brands recognise and prioritise mental health issues.
‘All bets are off’: Why brands are seizing the opportunity to launch under lockdown
Matt BarkerThe coronavrius has left many companies ripping up carefully laid plans with the intention of starting all over again later in the year. But could this actually be the best time to go to market?
Why the subscription economy has yet to hit its peak
Matt BarkerFar from reaching ‘peak subscription’, services that create a feeling of value-added membership and tap into the trends in contemporary culture are headed for a bright future.