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.
By Mark Ritson
Since writing his first book in 1967, Philip Kotler has gone on to become one of the foremost voices on marketing strategy, and five decades on he is still as candid as ever.
Reports of the death of the sales funnel are greatly exaggerated. Consumers might be bombarded by media and marketing from all angles, but marketers must still understand how to influence their journeys towards a purchase.
Good news this week for the world’s taxi drivers. Suddenly after months of aggressive market expansion Uber is looking vulnerable and all of it is self-inflicted.
Inflation in the UK fell to 8.7% in April, but this is unlikely to translate to confident consumers or companies just yet.
Morrisons is hoping that being ‘bolder’ about what makes its brand distinctive will drive customer into store, with top marketer Rachel Eyre admitting the supermarket had been “playing it too safe”.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the BBC’s brand plans to Oatly’s positioning, it’s been a busy week. Here is my take.
The line between real ads and copycats is being deliberately blurred, argues Gymbox’s brand and marketing director Rory McEntee.