Marketers too readily accept and share the findings of behavioural ‘science’, when they should be demanding the sources and challenging the contexts.
It doesn’t matter what age you are, the only way to be in demand is to excel at what you do.
All brands want to be aspirational. Only premium brands usually achieve it, but Iceland is one of the few that make it accessible to low-income consumers.
Like toxic interactions in medicine, each one alone can improve your team’s work, but taken together they will kill your productivity and decision-making.
Far from being beneficial, the retailer’s perceived status a British institution limits its ambition – just look at what Britishness stands for today.
The average marketer can’t determine a brand’s ethical values, but is best placed of all to see the risks and opportunities of putting them into practice.
Marketers have to juggle numerous relationships and interdependent disciplines to achieve anything in their work – and only the best can do that well.
Customers are becoming increasingly savvy about pricing tactics, but there are ways for marketers to avoid resentment. However, they come with a catch.
It’s true a product’s purpose is to perform its function effectively, but the value of a brand is in making consumers believe it does more than that.
You’ve likely read the foundational books of Kotler, Keller and Levitt but there are a number of other books marketers should read to add breadth, insight and originality to their marketing arsenal.
Shortages of staff and raw materials mean marketers must influence how suppliers perceive them, and ground product development in supply chain reality.
Following the recent death of Red Bull cofounder Dietrich Mateschitz, our columnist breaks down the elements behind its and other notable brands’ marketing success stories.
Obsessively repeating what has proven effective may deliver results but leaves you vulnerable to disruption, so always leave some space to experiment.
Every research agency has a methodology it wants to sell, but here are five that marketers should consign to the scrap heap.
Unfiltered, unfettered conversations among real people reveal their values and priorities, so make your focus groups more spontaneous and less controlled.
Too much marketing feels like the product of a workshop settling too quickly on a solution. Instead, iterate your ideas and push yourself to do better.