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.
Why Trinny London is putting its faith in brand and physical stores to fuel its next chapter
Molly InnesTrinny London, the beauty brand launched by Trinny Woodall in 2017, is launching its first permanent store and investing in brand marketing for the first time.
Three revolutions are converging but only good marketers will benefit
Jon LombardoB2B brands built on the back of Ehrenberg-Bass’s principles, using AI to amplify their advantages, will dominate the market in the coming century.
Mercury Holidays appoints first CMO to boost ‘strategic growth’
Hannah RashbassThe UK-based travel company is the latest to appoint a chief marketing officer for the first time.
How five brands used affiliate marketing to boost business in 2024
Marketing Week PartnerElevating customer experience, facilitating ‘win-win’ brand partnerships and reconnecting with ‘lost’ customers; there’s much more to affiliate marketing than you realised.