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Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.comor on Twitter @tomfishburne See more of the Marketoonist here
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How the BBC and Just Eat are using WhatsApp
Rachel GeeBrands using instant messaging apps such as WhatsApp and Snapchat might seem intrusive but as consumers use increases, companies such as Just Eat and the BBC are finding novel ways to engage with customers.
Tesco Mobile looks to replicate Spotify’s business model as it introduces mobile ad service
Rachel GeeTesco Mobile is offering brands the chance to reach its customers on the homescreen of their mobile phones, with users able to save money on their mobile phone bills by opting in to the new service. The mobile operator’s CEO Anthony Vollmer says it could signal a move to a business model like Spotify’s where consumers could get a free service based on the ads they watch.
Mark Ritson: Burberry’s tumbling profits show Christopher Bailey is overstretched
Mark RitsonThe luxury brand’s struggles raise questions over the wisdom of bringing creative direction and business strategy under one role.
Strong B2B brands drive value more consistently than B2C brands
Mindi ChahalFor the first time this year Millward Brown has included a business-to-business ranking in the BrandZ report. It classes B2B companies as those that generate the majority of their revenues from the B2B part of the brand.
Chinese brands struggle to build value amid an economic slow down
Mindi ChahalThis year’s BrandZ Top 100 sees Chinese brands move down in the rankings, owing also to the banking and oil and gas industries facing pressure. Chinese brands’ average value dropped by 9% versus 2015.
Meaningful brands are better at driving growth in BrandZ top 100
Mindi ChahalThe highest ranked brands in the BrandZ top 100 list have grown at more than twice the rate of those in the bottom two thirds over the past decade, proving that being meaningful, different and salient drives growth.
Combined value of the UK’s top 10 brands declines
Mindi ChahalVodafone retains its crown as the most valuable UK brand but seven of the top 10 UK brands in this year’s BrandZ ranking have dropped in value.
‘Influencer marketing’ is really just affiliate marketing with a new name
Kevin EdwardsAffiliate marketing is an influencer channel that brands cannot ignore and now is the time for them to take a two-stage approach to their campaigns, says Affiliate Window’s Kevin Edwards.
Facebook, Starbucks and Amazon are the fastest risers in this year’s BrandZ ranking
Mindi ChahalFacebook and Amazon, which both enter the global top 10 for the first time, are two of the fastest risers in this year’s BrandZ ranking of the most valuable brands in the world. Both have moved up seven spots to claim 5th and 7th places, respectively.
Consumer trust in brands on social media falls as line between marketing and non-commercial blurs
Sarah VizardConsumers are losing faith in information that brands publish online and on social media as they become increasingly savvy about the myriad of tactics used by marketer to reach them.
Google knocks Apple off the top spot to become the world’s most valuable brand
Mindi ChahalGoogle has surpassed Apple to be crowned the most valuable brand in Millward Brown’s BrandZ Top 100 ranking for 2016, valued at $229bn following 32% growth year-on-year.
Marketers must take responsibility for media buying and fix the ‘disconnect’ with agencies
Sarah VizardThe Association of National Advertisers’ investigation into US media transparency has revealed how ‘pervasive’ rebates are. But it also reveals a lack of understanding about the media industry on the brand side and points to changes that must be made to boost the in-house talent pool according to marketers from Britvic and News UK.
What marketers need to know about the ANA media transparency report
Thomas HobbsMedia agencies in the US have been boosting their profits by keeping rebates and kickbacks from media buying, according to new report which found the practice is now “pervasive” among agencies.
Scandal takes its toll on Sports Direct as it suffers ‘weak’ brand reputation
Thomas HobbsAs chief executive Mike Ashley appears today (7 June) before a government select committee hearing, Sports Direct has been branded as having one of the “weakest” reputations of any UK brand.