Les Binet and Peter Field’s research has gained fame by showing the need to balance long- and short-term marketing, and while criticisms of their methods are fair, their conclusions still appear to be valid.
Whether or not Thomas Cook responds to financial rumours, once trust in its stability is undermined its brand equity will erode, obliterating future sales.
The bulk of this year’s fastest risers in the BrandZ ranking come from the technology sector, while automotive and mass personal care brands struggle to keep pace.
Latest from Marketing Week
Paddy Power’s PR boss discusses its Huddersfield Town sponsorship, including the Twitter storm it caused following the launch of a controversial branded sash on the kit and how it was all part of a wider campaign calling time on football shirt sponsorships.
Vodafone is hoping to show a “confident and modern” brand as it launches a new campaign amid the rollout of both its 5G services and new rules that make it easier to switch mobile operator.
The competition for twenty 16-18 year-olds will take place at the Festival on 11 October.
Catch up on all this week’s marketing news, including Monzo’s ‘insane’ growth after its first TV ad, Birds Eye’s Vampire-themed plan to take its meat-free range mainstream, and the latest on marketing budgets.