Gillette’s purpose-driven attempt to revitalise its slogan, ‘The best a man can get’, isn’t just a waste of ad budget but an expensive exercise in destroying its dominant market share.
There may not be immutable laws governing how marketing and advertising work, but that’s no excuse for failing to take a scientific approach to progressing our knowledge of them.
Marketers must embrace technology colleagues’ expertise so both work together for the customer rather than independently for themselves, according to senior executives at Marketing Week’s roundtable event.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Speaking at the Festival of Marketing, Lego’s marketing director Mark Blackburn said most brands will be able to identify “significant barriers” to true customer centricity.
The Covid crisis has flattened corporate hierarchies and bridged the generation gap between marketers with decades’ worth of experience and those just starting out, according to customer director Martin George.
Sports Direct’s brand health is at a low point after the pandemic, but CMO Beckie Stanion has a plan to turn around brand perceptions with large scale campaigns and a focus on sports accessibility.