When you join a loyalty programme, you expect to receive certain kinds of marketing from the brand – requests to lobby government on its behalf aren’t among them. Yet that’s what Virgin Atlantic seems to think its Flying Club is for.
Mumsnet is extending its brand into car recommendations, after a survey it conducted revealed that the majority of its members favour peer-to-peer recommendations over adverts, dealerships and celebrity endorsements when purchasing a family car.
Direct marketing can offer brands plenty – cost efficiency, impressive returns on investment and targeting opportunities few other channels could match – it is also the best way to limit long-term damage when your brand is facing a reputational hit.
The latest BrandZ ranking of the UK’s strongest brands shows marketing has never been more important as a value driver, with those that had been investing in marketing prior to the pandemic bouncing back at a faster rate.
Communication, innovation, responsibility and experience have been identified as the key drivers of the UK’s most valuable brands.
Make time, think beyond marketing and put customers above all else – we asked some of the world’s leading marketers to share one piece of advice that has worked for them.
With 47% of the public saying menopause is still a taboo topic, marketers are fighting to raise awareness of the symptoms and take the pressure off women, enabling them to enjoy fulfilling careers well into their 50s and beyond.