‘Inspire, don’t police’: How HSBC balances consistency and relevance across global markets
Niamh CarrollHSBC is looking to provoke discussion with its new brand platform ‘Open Questions’, as it aims to engage consumers and drive brand preference.
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The need for market orientation and communicating effectiveness: Your Marketing Week
Russell ParsonsAt 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 to look at your brand from the customer’s perspective to a trip down memory lane with nostalgia brands, it’s been a busy week. Here is our take.
The mini-budget: Six key take outs for marketers
Michaela JeffersonChancellor Kwasi Kwarteng is banking on tax cuts and energy bill support to boost the UK economy to a growth rate of 2.5%.
Differentiated brand experiences: Why success means examining every aspect of the organisation
Lucy FisherAt a Festival of Marketing Masterclass event, marketers learned how to become consumer-centric but brand-led and technology-inspired.
Nostalgia marketing: Why brands need to go beyond good memories to drive sales
Niamh CarrollCertain food and drink brands live fondly in the memories of many British consumers; but nostalgia alone won’t help keep consumers coming back.
Consumer confidence hits another record low ahead of ‘penny-pinching’ festive season
Michaela JeffersonFor marketers it will be “more important than ever” to invest “carefully” in their brands and protect their value and appeal, says GfK’s Joe Staton.
Econsultancy launches training model to bridge digital marketing and ecommerce skills gap
Marketing Week ReportersThe new model is designed to offer a “contextual, connected and continuous” learning environment to help marketers better embed what they are taught.
Morrisons unveils retail media proposition for partner brands
Michaela JeffersonSupplier brands will be able to advertise to Morrisons’ customers through its owned and external media platforms, using its loyalty and ecommerce data to “maximise ROI”.
Nailing the ‘alligator pitch’: Marketers on sharing the effectiveness message
Matthew ValentineCEOs receive marketing effectiveness updates in less than a third of businesses, according to Marketing Week’s Language of Effectiveness Survey, as brands debate who should see the insight and why.
Brands waking up to benefits of ‘strong effectiveness culture’, IPA finds
Molly InnesNow in its second year, the IPA’s Effectiveness Roadmap urges brands and agencies to join forces, as the “marketing of marketing effectiveness” remains a concern.
The Co-operative Bank on why choosing a bank is an ethical decision
Niamh CarrollThe Co-operative Bank sees its customer-led standpoint on issues such as the environment and human rights as what makes it different from other banks.
Chasm between industry’s view of media habits and reality shrinking, study finds
Lucy TesserasWhile the gap is getting smaller, research shows there are still some major gaps between consumers’ media consumption and what the industry thinks is happening, underlining the need for market orientation.
Look at your brand from the customer’s perspective, not the other way round
Mark RitsonResponses to the Queen’s death show marketers think brands have a place in consumers’ lives. You’ll be more effective if you recognise their insignificance.
Waitrose unveils brand refresh in bid to become ‘more relevant’
Charlotte RogersThe grocer hopes by adopting a “more confident” tone of voice it can dial up its appeal among consumers looking for quality products amid the cost of living crunch.
Marketoonist on marketing procurement
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here