Brands are multipliers, not assets in themselves
Jonathan KnowlesBrands act to accelerate the value of a business model rather than being assets in themselves. Framing brands as standalone assets will simply serve to alienate finance.
Brands act to accelerate the value of a business model rather than being assets in themselves. Framing brands as standalone assets will simply serve to alienate finance.
Despite pressure building for marketers to return to the workplace, more than half recognise the importance of hybrid working.
Carlsberg is looking to dial up the distinctiveness of its hop leaf symbol, which global brand director Lynsey Woods says has been underutilised previously.
Allwyn took over the National Lottery licence from Camelot in February and is aiming to inject some “magic” into the Lottery’s individual games to recruit new and lapsed players.
This week our marketing columnist asks and then answers the most annoying question of them all.
Since launching its global platform ‘It has to be Heinz’, the food brand has been able to move at pace to respond to local trends, allowing it to create its latest ad in record time.
Despite indications that large businesses will invest in innovation and marketing to drive growth, cost-cutting and efficiencies are still top-of-mind for many, according to a new report.
The need to deliver growth on a reduced budget is the reality for many marketers but its not just a job of optimising investment. For marketing leaders, it’s also about maintaining motivation and managing expectations.
Brands need to work ‘hand in glove’ with agency partners to get the best results, suggests Matalan marketing boss Ali Jones as she undergoes brand transformation.
Marketing Week’s The Language of Effectiveness Report, supported by Kantar, is back for the third year and we would like your help to help you understand how marketing effectiveness is defined, measured and communicated.
The Competition and Markets Authority says the changes the retailers have committed to will “set a benchmark for how fashion retailers should be marketing their products”.
The largest chunk of respondents to a Marketing Week poll suggest one to three days in the office is the right amount.
AI: Beyond the Hype. Marketers look set to benefit from delegating certain aspects of decision making to AI, that is if they can negotiate the pitfalls.
Just Eat has replaced its UK-focused platform ‘We Got It’ with ‘The Joy of Everyday’ to help it drive more consideration among a range of consumers.
The sixth list of the UK’s top 50 customer experience professionals, in partnership with Cognizant and Adobe, will be split into five sectors, the first of which will be announced after Easter.