Sticking with the stereotype is one of the surest guarantees of failure

Branwell Johnson

Marketers have a duty to challenge conventional wisdom and overturn accepted practices. That’s how companies become innovators and gain a competitive edge. Our Essential Read in this issue (find it here) shows how brands can reap the benefit of rejecting unwarranted assumptions – in this case by ditching outmoded gender stereotypes. Did you know that […]

All power to the hashtag

It’s very powerful for brands to keep on top of what is ‘relevant’ at a particular time for a consumer, and personalised, dynamic marketing is an extension to that conversation (  With sight of hot topics and conversations, brands can almost pre-empt how a consumer is feeling and serve marketing messages that are personalised and […]

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