Global strategy: adopt a ‘glocal’ structure

Marketing Week

Fundamentally, Santander’s business is built around understanding customers. The first thing it does when it comes into a market is to get to understand the customer base better than the business it’s buying. This idea of having your business built on your customers is a thing that applies to all the markets it operates in. Keith Moor, director of brand and communications at Santander tells us more.

What do women really want?

MaryLou Costa

There continues to be a significant gender bias in the way we perceive brands, according to the results of recent research, which leaves many brand owners still figuring out how best to meet the needs of women.

The agency has completely gone off-piste… Are these the same guys that weeks earlier appeared to be surefire winners?

Marketing Week

I have just returned from a meeting with our design agency. We recently appointed it after a pitch process to revamp one of our most established brands. I am not sure that there is anything fundamentally wrong with the positioning of the brand, but the packaging looks a little outdated and is in need of some tender loving care to restore it to former glories.