Why is it that customer loyalty doesn’t pay in the finance sector? It might make business sense to attract new customers with great deals but the sector needs to realise it’s not good for brand building.
Young marketers, like any young professionals, will inevitably be caught between wanting to make an impact and doing assigned tasks in a dependable manner. So what are the best ways to get noticed for the right reasons?
Evidence suggests marketing departments are not just staffed by trained marketers, with data analysts, IT programmers and business strategists becoming essential components of the team and brands actively seeking candidates with varied skill-sets.
Marketing Week recently reported that organisations are turning to ‘generalist’ marketers who can work across all channels and have a rounded set of skills, rather than choosing specialists. So what does this mean for marketers’ training needs?
Steve Jobs is the prime example of a superstar visionary who brought success to his company, but being brilliant is not always the answer to great leadership, as gaining the trust of staff is often more important.
The black market is booming with Brits spending £90m a year on fake goods, according to the Trading Standards Institute, so with counterfeiters becoming increasingly sophisticated what can brands do to combat the problem and protect their reputation?
High-end brands are under greater pressure than ever from mid-market competitors emulating their designs, so with technology trends driving changing fashions how do you stay premium without losing consistency?
Entrepreneurial brewing legend Jim Koch, of Samuel Adams lager fame, is finding it increasingly difficult to retain the reputation and distribution of his lager in the craft beer market for two reasons: authenticity and changing times.
One of the biggest challenges in marketing over recent years has been tracking the value and efficacy of campaigns. Focusing on last-click conversions could be significantly damaging our marketing – but not in the way you think.
Coca-Cola looks to make its corporate brand about more than just Coke Coca-Cola has launched a new corporate branding campaign in the US that aims to portray it as a “total beverage company” and shift the focus away from its most famous product. The spots, which are airing on US TV, feature a wide range […]