A lot has changed since Marketing Week was first published in 1978, but the search for differentiation, the need to understand customers and the battle for brand supremacy will always be marketers’ key challenges.
Marketers are forever being asked to achieve more with less so how can brands cut the budget without cutting corners when it comes to research?
The way companies structure their brands gets little attention but is of huge importance, as three high-profile stories have reminded us this week.
Dunelm’s marketing lead on hoping to alter customer perceptions around the breadth of its range through focusing on what the company already has rather than reinventing the wheel.
Five former CMOs with lots of experience across a multitude of sectors and brands share their budgeting horror stories and the lessons they’ve learnt along the way.
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 need to shout about what a career in marketing could offer to the next steps for Pret’s subscription offer, it’s been a busy week. Here is my take.
ITV CEO Carolyn McCall has blamed a “stagnant” UK economy in a warning about the broadcaster’s advertising forecast.