If marketers want to be taken seriously they must end their preoccupation with tactics and tools and focus on their strategy, devised by thoroughly researching, segmenting and targeting their market.
Spanish banking group Sabadell has inherited a lot more than a stake in the UK banking market as it acquires TSB, a brand which has been in good health since its launch 18 months ago.
Finance start-up Azimo is hoping to take on the might of the banks as it looks to shake up the money transfer industry.
The online fitness giant’s first permanent store will dedicate less space to selling clothing apparel and more to customer experiences, as it builds out an “ecosystem of touchpoints”.
Kevin the Carrot and Ebanana Scrooge have driven Aldi to the top of the Christmas rankings this year, as the supermarket continues its effectiveness streak.
With the help of its famous 90s mascot, Hofmeister raised over £632,000 with its crowdfunding campaign to fund the brewer’s marketing plans over the next few years.
Marketing Week editor Russell Parsons asks leading B2B marketers to discuss how and why experience-focused B2B brands beat the competition.