I was amused and intrigued by the number of comments to my column a few weeks ago where I hypothesised that customers were less worried about customer service execution than the blood, sweat and tears that our efforts as marketers warranted.
Also in this story Can celebrities take on the brand marketer’s role? (cover story) Q&A: AB InBev’s vice-president of US Marketing on Justin Timberlake tie-up Case study: Diet Coke and its creative designers Q&A: BlackBerry’s CMO Frank Boulben on Alicia Keys’ role as the brand’s global creative director Liz MillerVice-presidentCMO Council Do I think celebrities […]
The soft drink brand, which is sold in 127 markets and is globally worth $11bn, has a long-standing relationship with fashion. Designers such as Matthew Williamson, Gianfranco Ferre, Marni and Roberto Cavalli have all used their skills to design bottles and cans, targeting women who are into fashion.
What makes a successful marketer? Some would point to a finely balanced individual equally happy with both the art and the science involved in marketing. Others would suggest someone with a keen sense of the customer experience, and then there are those with superb networking skills, who can liaise across all departments of a company to make sure their goals are realised.
I couldn’t agree more with Lucy Handley (‘Every little bit of quality helps’). Following the horsemeat scandal it’s unlikely the cost of food at supermarkets will be coming down any time soon and shoppers may well feel the need to trade up in quality. That would be an extra cost for households already buying 4 […]