Marketers don’t set out to make their brands virtually indistinguishable from all the others in the sector. At least, most don’t. There will admittedly always be some for whom copycat, me-too, status is a fair objective, with an open policy of flagrant imitation of success.
Brands need big ideas to earn fame, but even though most media spend goes on digital, digital agencies are not set up for creative excellence.
The strategic importance of search is clearer than ever, and shows how digital and classical marketing have further converged during the pandemic.
The consequences of the pandemic are now being felt in redundancies, and if you’re in this position, a structured approach is your best bet for finding the next opportunity.
Warning of a ‘cultural cringe’ and sense of insecurity within marketing, Professor Byron Sharp is calling on marketers to stop the self-hatred and have more pride in their profession.
Rather than allowing themselves to be pigeonholed as the ‘colouring-in department’, marketers should demonstrate what they deliver for the business, argues Nationwide CMO Sara Bennison.
As marketers continue to be charged with driving faster growth on tighter budgets, businesses should not ignore the opportunity cost of failing to invest in their brand, warns Eve Sleep CEO Cheryl Calverley.
From celebrating fans’ attempts to recreate their favourite fried chicken at home, to pausing its ‘Finger Lickin’ Good’ slogan for the benefit of national health, it’s been a stellar 12 months for KFC.