How can brands make the most of co-creation?
Marketers and insight experts give their advice on how to get the best results out of online communities, and explain why it’s key to go in with an objective in mind.
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Where online communities are failing
Mindi ChahalThe research industry is not offering brands the support to exploit the co-creation opportunity.
Tesco, The FA and Orange explain the value of online research communities
Mindi ChahalBrands are using co-creation more than ever to get instant insight to inform product and service innovations. So what are the key appeals for marketers?
Researching the emotional drivers behind purchase behaviour
Steve HemsleyIt was always important to Honda founder Soichiro Honda that society was pleased his company existed and that the brand had an emotional bond with consumers.
‘You’ll be out of business in six months’: How EasyJet proved the doubters wrong
Molly FlemingTwenty-five years on, EasyJet’s third employee looks back at how a mixture of bombastic ads and guerilla marketing helped the airline overcome its ‘David versus Goliath’ struggle.
Consumer confidence drops again as ‘world turned upside down’
Matt BarkerDespite a slight upturn in confidence last month, the latest lockdown and increased restrictions have put a serious dent in any hopes for a more optimistic outlook going into 2021.
Marketers on furlough offered ‘golden ticket’ to learning hub
Lucy TesserasThe Marketing Academy has created an online learning platform, which is available to its global community and sponsors, as well we 1,000 marketers who have been made redundant or are on furlough.
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Three axioms and three questions that summarise all of brand strategy
Mark RitsonBrand strategy is not complicated, it’s just the systematic application of the basics all marketers are taught. Here’s a simple way to be sure you’re taking the right steps – in the right order.
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