Byron Sharp’s recent claim that it is ‘impossible’ to place a value on brand perceptions is not just mistaken, it is a rejection of true scientific method.
By Mark Ritson
Ritson and Sharp locked horns over some of marketing’s thorniest issues, such as science, creativity and targeting – but found common ground rejecting marketers’ feelings of shame about their profession.
Estée Lauder’s first customer engagement and retail boss explains why the new role was necessary and how a focus on consumer insight is boosting innovation and the consumer experience both online and offline.
Determined to engage a new generation of drinkers across a vibrant and rapidly evolving continent, Guinness opted for a blend of TV sponsorship, experiential, influencer marketing and outdoor to achieve its goals.
Consumer group Which? says Tesco’s Clubcard Prices deals are unclear and “could be breaking the law”, but even if Tesco is forced to make prices clearer analysts suggest it won’t have “any real negative impact”.
Brands such as Morrisons, Tango and Branston are bringing back slogans from their past, which they say still have resonance with consumers.
Heinz Beanz’s consideration and value scores have fallen as consumers switch to own-brand goods, YouGov BrandIndex data shows.