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.
Every Friday afternoon, I look at the key stories of the week, offering my thoughts on what they mean for you and the industry. This week, it is all about brand strategy – from Tesco’s master brand approach to OS’s aim to boost mental availability. Here is my take.
From Mars’s rebranding of Uncle Ben’s to a shift in marketing for Confused.com and the rise of DTC brands, catch up on the most important marketing news from the week.
Marketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Marketing and creative teams shouldn’t be ‘task takers’, but strategic business partners. Here’s how brands can optimise their effectiveness.