Marketers have a responsibility to safeguard brand trust, particularly when an organisation is intent on embracing change.
It is well understood by marketers, and increasingly by senior managers, that brand trust is hard to earn.
As data increasingly shows trust in advertising is falling, Unilever’s outgoing marketing boss is calling on the industry to tackle the problem before it becomes an even bigger challenge.
Despite initiatives aimed at tackling bad advertising, stereotyping and building a sustainable future for digital, trust in the marketing industry is plummeting. But Unilever’s outgoing marketing boss Keith Weed believes the situation is retrievable.
New research further highlights the risks brands face as a result of over-targeting, with negative feelings towards advertising all stemming from precision marketing rather than brand building activities.
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 cautionary tales from the budgeting and planning frontline to the changing nature of retail, it’s been a busy week. Here is my take.
The sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.
Sean McGinty tasked himself with putting the customer at the heart of Dunelm when he joined the business from Aldi earlier this year.
Running the numbers through different scenarios enables you to identify the budget that’s needed to reach your targets and will make it more likely to be approved.
