What is marketing? That is a question we have all posed, and been asked, on many occasions. But my question is more about what ‘functions’ go into different marketing departments, dependent on which company you work for. For some, the marketing department is the centre of gravity of a business – and I don’t just […]
Comments on Mark Ritson’s column, ‘The three rules of brand management’ (www.mwlinks.co.uk/BrandMGMT), sparked furious debate on marketingweek.co.uk. Here’s a selection.
Simplicity is vital if customers are to get the best experience from a brand (MWlinks.co.uk/SimpleBrands). Some of the most successful brands today have simple marketing messages that are consistent and easy to understand. To relay these key messages to customers, brands are now experimenting with communication channels such as in-store radio and visual displays. However, […]
Your report on empty nesters (MW last week) asks how must brands target people who ‘live for today’. Growing older is getting cooler and brands need to be braver in throwing down a more provocative approach. A focus on values rather than age will engage their innate sense of agelessness. Let’s start treating them like […]
Deep down, none of us really thinks advertising can be to blame for last summer’s riots (MWlinks.co.uk/RiotBrands). Advertising is just one part of what feeds a consumerist culture. The trainers you want to wear or the TV you wished you owned come from the conspicuous consumption of the community around you – and advertising or […]
Raf Simons. If you don’t know the name, get used to it. The 44-year-old Belgian has just been appointed as artistic director at luxury brand Christian Dior after a year-long search for someone to fill the role. Why does this matter to marketers? Well, apart from Christian Dior being a historic and interesting brand, the […]