Far from seeing their decades in the business as an excuse to ‘get comfortable’, marketers with long tenures are proving just you how far you can stretch yourself in a single company.
Brands can create memories and help support sales by offering innovative experiences for consumers at the time and place they want to engage.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From overcoming the division between brand and performance to Giffgaff’s vision for a fully flexible future, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Describing itself as a “conscience-led organisation”, Adidas wants to use its position in football culture to help Common Goal achieve “meaningful action”.
Even if John Lewis cocks up in its bid to rent homes to the masses, the blowback on its department store business will be limited – even non-existent – thanks to the magic of brand extension.
In the latest episode of Marketing Week’s podcast series, Giffgaff CEO Ash Schofield reflects on the “culture defining moment” of lockdown and the mobile network’s decision to offer employees full autonomy over their working lives.
BrewDog CEO James Watt has taken down a post in response to an ad ban for its hard seltzer, after a backlash on social media.
GSK’s global consumer health CMO says the introduction of its ‘Brands with Humanity’ positioning is already having an impact as it looks to close the gap between selling products and solving consumer problems.
From taking a goals-focused approach and embracing next gen AI, to walking the line between privacy and relevancy, there are key tactics marketers should adopt if they want to become smart leaders.
The era of brand and performance as separate and distinct strategies is coming to an end, as marketers rethink everything from media strategy and creative synergy to team structure and semantics.
Multiple ads for three hard seltzer brands, including BrewDog, have been banned by the advertising watchdog for making unsubstantiated health claims.
CEO Simon Roberts says Sainsbury’s is on track to triple the rate of product innovation, with plans to add a total of 1,900 new products over the year.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
It’s time for brands to recognise that they can’t deliver a great customer experience without a great employee experience, as attendees at an exclusive CX50 virtual roundtable discussed.
The increased importance of experience in driving brand equity has emerged as one of the big takeaways from this year’s Kantar BrandZ analysis of the world’s most valuable companies.