Brand diagnosis and the cost of living crisis: Your Marketing Week
Robert HumbleAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the need for brand diagnosis ahead of setting strategy to Premier Food’s investment in brand, it’s been a busy week. Here is my take.
‘Smartphones on wheels’: Why Ford is prioritising innovation as cross-category comparisons rise
Robert HumbleConsumers are comparing brands across sectors more than ever, fuelling Ford’s appetite for innovation. This will become even more essential given the move to electric vehicles is a “huge brand switch moment”, says marketing boss Pete Zillig.
What to consider when measuring influencer marketing
Robert HumbleAs brands increase influencer marketing spend, it is vital to be able to accurately quantify the return on that investment.
Algorithms are powerful new agents of double jeopardy
Robert HumbleThe algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.