Santander took over sponsorship of the London Cycle Hire scheme last summer and claims it is already seeing a boost to brand metrics, with the deal helping the brand better engage customers and help them get ‘under the skin’ of the brand.
Big brands can tap into consumers’ obsession with ‘craft’ and ‘artisan’ goods by using content to change perceptions, even if their product is mass-produced, but they need a credible story
To create the mythical billion-dollar business, entrepreneur and investor Sherry Coutu recommends targeting ‘scale-ups’, not startups – companies with momentum where marketers have a key role.
Embedding a culture of effectiveness within the company has meant breaking false beliefs around the efficacy of different media and re-educating brand managers.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From measuring the effectiveness of purpose to marketing marketing in B2B, it’s been a busy week. Here is my take.
People tend to love or hate brand purpose, but is its real value somewhere in the middle? Top marketers and researchers weigh in.
Marketing Week reveals the top 10 marketers in financial services, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.