Brand strategy is not complicated, it’s just the systematic application of the basics all marketers are taught. Here’s a simple way to be sure you’re taking the right steps – in the right order.
When marketers question their own assumptions about channels, data reveals advertising delivers more long-term ROI than previously thought, particularly from cross-channel campaigns.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Halfords issuing a profit warning to the gold standard in B2B brand building, it’s been a busy week. Here is my take.
Few brands are growing their marketing teams, and all-female functions are rarer still. While PatPat’s lead marketer Ranu Coleman didn’t intend for it to be an all-female team, there have been some unexpected benefits.
Media buying is trending towards hyper-personalisation, but sometimes broader targeting through high-quality media will reach more potential customers.
As Mastercard marks 26 years partnering with the Brits, marketing boss Raja Rajamannar discusses consistency, sonic branding and why Generative AI requires serious thought.