Richemont, owner of luxury watch brands such as Cartier, is boldly forfeiting hundreds of millions of pounds to keep stock out of the grey market, but it is a crucial step in preserving long-term brand equity.
By Mark Ritson
From authentic quality and a rich heritage, to a seamless service and individuality, the luxury experience is evolving in 2018 meaning brands must find what makes them special or risk being left behind.
GDPR will not just have an impact on how marketers can collect data but how they use it to create personalised and targeted online advertising.
Bluffing your way through knowledge gaps will only hinder you, so be confident and ask for help if you want your career to flourish.
Eve Williams says her focus in her new general management role will be ‘delivering for customers’, aided by her marketing background.
The second event in the Festival of Marketing’s Currency of Effectiveness series discussed how marketers can get buy-in from their brands to effectively measure impact, and why a fear of being held accountable could be putting marketers off pursuing meaningful measures.
Recessions often lead brands to retrench into short-term tactics and performance media, but there’s now more data than ever to inform the most effective plan for your market.
From focusing on the short term and worrying about a recession to not defining brand management, why do marketers think their businesses are undervaluing skills that focus on the long term?