‘Sharpening up’: One brand on embracing the ‘risk’ of a rebrand
Ellen HammettEstablished 264 yeas ago, UK homeware company Salter was long overdue a marketing strategy, explains brand director Tracy Carroll.
Established 264 yeas ago, UK homeware company Salter was long overdue a marketing strategy, explains brand director Tracy Carroll.
The newest video streaming platform to enter the UK hopes to make its mark with a “brand-first” approach and “diversity of content”.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Brands need to be bolder and stop only focusing on the negatives of the female experience when it comes to women’s sport marketing.
With inflation falling, brands that have used clever pricing to drive profits will need more restraint to avoid new entrants undercutting them at lower margins.
From ROI blindspots to short-termism on the rise, Marketing Week’s Language of Effectiveness data suggests work is needed to cement effectiveness within business culture.
From complicated application processes to negative narratives, young people embarking on marketing careers face an uphill battle.
Collaborations can be just as powerful delivering cultural relevance rather than purely commercial results, explains marketing boss Deb Dasgupta.
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 the marketing capabilities needed to succeed to why B2B marketers should raise the creative bar, it’s been a busy week. Here is my take.
New research from the charity reveals 67% of the public feel there is too much gambling advertising in the media, while two thirds fear the impact on children.
Aiming to accelerate the pace of “newness and innovation”, Nike says it is repositioning to become more competitive.
Pre-testing can be a useful tool for brands, but working out how to deploy it as part of a wider effectiveness agenda requires thought.
From embracing the creator economy to making the Draft a cultural moment, the NFL is six years into a strategy aimed at showing the “human, compassionate and youthful face” of America’s national game.
For the last four years our industry has been discussing the demise of cookies, almost never stopping to ask whether they were truly a good idea in the first place.
Having a strong presence at global events such as Coachella has helped to drive “brand heat”, says Levi’s boss Michelle Gass.