In competitive, fast-moving, dynamic markets, the need for differentiation and real stand out for a brand is key.
Waitrose is looking to change customers’ relationship with promotions with the launch of its personalised offers scheme after marketing director Rupert Thomas admitted the current system causes people to be disloyal to brands.
CMOs need to take over responsibility for training their marketing teams, according to industry experts, after research finds that the marketing industry is the worst at offering career development.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Brands planning for an uncertain future need to find the right balance between online and offline if they want to retain consumer confidence and trust.
Marketing Week reveals the top 10 FMCG marketers, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
With a new brand identity rolling out nationwide and a tie-up with Clubcard Plus already underway, Tesco Mobile CMO Rachel Swift believes bringing the business closer to the wider Tesco family is a savvy way to standout.