Helen Edwards: Marketers beware the growth killer of convergence
Matthew ValentineBrand extensions and DTC goals are distractions from real innovation and meaningful growth, argues Helen Edwards.
Brand extensions and DTC goals are distractions from real innovation and meaningful growth, argues Helen Edwards.
A firm believer that creativity can be taught, Cleese also notes that the people in charge of companies seldom understand the process.
A decade long agency relationship built on trust and consistency convinced Ikea to run with its 2019 Christmas campaign ‘Silence the Critics’, despite the concept floundering in pre-production tests.
Addressing three core needs – autonomy, competence and relatedness – can help bring brands closer to their consumers, says psychologist Nathalie Nahai.
Marketers need to stop showing off and start knuckling down to help address sustainability targets, according to top marketers Danone, Asahi and Credit Suisse.
As travellers look to upgrade their holidays in search of post-Covid travel experiences, TUI is on a mission to broaden its offer beyond the package holiday.
The context for consumer decisions is changing fast, but how we choose has evolved over millennia, so why are marketers obsessed with change?
As third-party cookies are phased out and the threat from ecommerce giants intensifies, retailers in search of new revenue streams are realising the potential of the data in their loyalty schemes.
Once accused of killing off traditional stores, online retailers are ramping up their focus on physical retail as the worlds of online and offline merge post-lockdown.
Launching under lockdown, skincare startup Skin Proud has seen sales grow by 1,284% over the past 18 months after attracting stockists such as Boots and Walmart with its purpose-driven stance.
Coke’s new tagline ‘Real Magic’ marks the first new global brand platform since 2016, as the company promises changes in the way it communicates.
The new Urban Collëctif brand has designed three autonomous, fully electric vehicle concepts built around technology developed by Citroën.
Marketing leaders have been tested by Covid-19 in ways they could never have imagined, but an ability to deal with ambiguity, show empathy and understand their personal ‘why’ means they continue to thrive.
Asking yourself if you are proud of the work you’re producing and its impact on wider society is an important lesson for young marketers, says Sky marketing director Dave Stratton.
Following the latest bout of supply chain issues and shortages, do marketers need to prepare consumers for some difficult choices this Christmas?