Marketing leadership has failed to instill pride in the discipline, as a LinkedIn post by Unilever’s European president proves, leading to constant attempts to use purpose to apologise for or redefine it unnecessarily.
Direct-to-consumer brands are shaking up the consumer goods market by owning the whole customer experience, rather than simply the product, and there are aspects of how they operate that all brands could learn from.
Direct-to-consumer brands have unfiltered insight into customer behaviour, streamlined supply chains and highly competitive price points, but as a business model it doesn’t come without its challenges.
Coca-Cola praises marketing investment for helping to shift consumer mindsets about the soft drink company and its namesake brand.
Reports are constantly suggesting the CMO role is obsolete, but top marketers from RBS, Tesco, Birds Eye and Salesforce disagree, saying when “marketers deliver, there is no problem”.
Japan’s rugby team might appear to have few links to Skoda, but both have excelled against expectation using a challenger mindset, which others can emulate.
The strategies for success behind the best global brands Interbrand marked the 20th anniversary of its annual Best Global Brands valuation report by comparing the current top 10 with their first rundown from two decades ago. No surprise that big tech dominates this year’s list (Apple, Google, Amazon and Microsoft hogging the top four, in […]