It’s a bad career move for a columnist to disagree with his editor, at least in print. So I’m going to hide behind politically correct brainstorm language and position what follows as ‘a build’.
There are three key reasons why I cannot agree with Mark Ritson when he says ‘Employer branding can do real harm so stop it now’. First, employer branding does have a target: the candidate. Such ‘consumers’ can be studied through a lengthy insight phase using a major provider, such as Universum. These companies are already […]
I am not sure what the lowest point of Western popular culture used to be but I’m pretty sure we lowered it even further last week with the screening of ‘Sharknado’. For those still uninitiated with this potent meteorological/piscatorial phenomenon, allow me to enlighten you.
Mindi Chahal’s article ‘Industry gears up to the virtual sell’ makes it clear how crucial it is for car manufacturers to embrace the changing role of the showroom and, in doing so, equip dealers with the tools to connect with today’s connected consumer. Transforming the traditional sales patter into a genuine conversation takes more than […]
Ashley Friedlein is right to ask if creativity has got lost in the quest for bigger data. Creativity comes from empathy and understanding. The public service ad ‘Dumb Ways to Die’ was praised because its starting point was understanding that young people don’t respond to a wagging finger.
One of the characteristics of the modern marketer outlined in our recent Modern Marketing Manifesto is agility. The ability to be responsive and adaptive – to be flexible and embrace change.
According to statistics released during its latest earnings call, all is well in Facebook land. The brand has more than 1 billion active users globally and around 665 million of them are daily users. Facebook says the same is true for the UK where monthly user numbers continue to climb, now at 34 million people.
Rape and suicide. These things are not fun or funny. The social media age is no reason for PepsiCo and Hyundai to feel ‘stifled’. These are just moronic ideas. If the ads ran 30 years ago, they would still be moronic. Going back to old work is not cowardly; a cup of tea is warm, […]
By the time you read this the streamers will have drifted to the floor, glasses will have been tidied up and shiny Marketing Week Engage Awards trophies will be adorning the desks of triumphant marketers and agencies.
Recent events in the US have brought Abercrombie & Fitch’s exclusionist approach to targeting back into the public eye. Californian writer Greg Karber was so incensed by Abercrombie chief executive Mike Jeffries’ comments about how his brand exclusively focuses on the young, the thin and the popular that he decided to take action.
It started nine years ago. I can remember the actual week when it all began because I was teaching brand management at London Business School to a class of MBA students and we spent the first hour of class discussing it. That morning Unilever announced that it was introducing a new corporate logo featuring a smooth, rounded U made from an amalgam of 24 icons representing all the businesses that it was engaged in. I beamed the new design onto the screen behind me and my class debated its merits.
In light of your news article ‘Mobile continues to bolster Facebook revenue’, we have research that finds 80 per cent of 18- to 24-year-olds have never clicked on a Facebook ad on mobile and almost half don’t look at brand Facebook pages.
‘Gunslingers’ from the shortlisted brands in this year’s Marketing Week Engage Awards 2013 fought to the last to take home one of the coveted trophies.
The media is peeling Apple alive. Its share of the global smartphone market has dropped from 23 per cent to 17.3 per cent year on year. Its stock plummeted from $700 (£450) per share at the turn of the year to a pitiful $400 (£260) a share last month. And experts in this very magazine have said that the brand now needs to ‘reinvent marketing as it reinvented tech’).
It is made from the same carbon fibre as the uranium centrifuges at the heart of most nuclear power plants. It can accelerate from a standing start to 60 miles per hour in less than the time than it took you to read this sentence, and it will retail for about £1.5m.