If marketing leaders don’t take a stand we all risk losing control
Secret MarketerIt takes courage to challenge the status quo and drive change but marketers are increasingly bowing to the pressure of the C-suite, which needs to stop.
As the cost of living crisis spirals it’s time for marketers to go back to basics
Secret MarketerOur marketer on the inside takes us back to the ‘credit crunch’ in 2008 and a strategy that doubled profitability for one big brand despite the marketing budget being cut by 75%.
Want to become a strategy-forward marketer? Follow these five principles
Secret MarketerOur marketer on the inside admits being strategy-forward is not for the faint hearted, so has identified five key principles that will help brand leaders navigate through the fog of uncertainty.
Start putting some common sense customer centricity back into your business
Secret MarketerOur marketer on the inside shares five resolutions careworn marketers should adhere to this year.
If you build a brand without considering its use you’re wasting your time
Secret MarketerBorrowing from philosopher Ludwig Wittgenstein, brands should not be defined by what they are, but how they are used. Trying to inject a profound meaning into brand is merely an exercise in ineffective positioning.
Christmas can be an opportunity to learn for marketers stuck at dead-end firms
Secret MarketerChristmas is a special time for marketers stuck in dead-end companies, more interested in their operations than their customers, as it gives them an opportunity to hone skills and test things out.
Five questions marketers should ask themselves before talking budgets with the C-suite
Secret MarketerTo avoid missing out on opportunities as a result of not getting the required investment, our marketer on the inside recommends stress testing the plan before going into the boardroom with the aid of five key questions.
Advertising effectiveness has never been improved by trying to build relationships
Secret MarketerMarketers should focus on encoding their brand into the minds of customers – not trying to build relationships with them.
Pitches aren’t won on ideas alone, they are won on chemistry
Secret MarketerShowing commitment, energy and passion is far more important than gimmicks and big ideas when it comes to pitching.
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Lack of transparency makes it hard to build trusted relationships with media agencies
Secret MarketerOngoing issues around media neutrality and transparency make it very difficult to build strong and trusted client-agency relationships.
We’re being seduced by engaging platforms, but it’s a complete non-starter as a strategy
Secret MarketerThe difference between good strategy and poor strategy is immense. As part of a new series, our undercover marketer explains why it’s better to take longer, shoot for the stars and slip a bit than to aim for mediocracy and achieve it.
Redundancy Chronicles: Keep walking
Secret MarketerNew opportunities will always arise so make sure you have the inner confidence to persevere.
Redundancy Chronicles: The right thing, not the first thing
Secret MarketerWhen looking for your next job don’t settle. Just because you’ve been made redundant doesn’t mean you should lower your standards. If the fit isn’t there, move on and put the interview down to experience.
Redundancy Chronicles: Learn by doing
Secret MarketerThe experiences gained during periods of reflection can be invaluable; they help build you into a more rounded and interesting person.
Redundancy Chronicles: Quit talking, start doing
Secret MarketerGetting yourself out into the world of work again, in whatever form that might take, will help you realise your value.