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.
New job titles such as chief growth officer are symptomatic of a sometimes “apologetic” marketing industry that needs to be more confident in the value it offers, according to the building society’s top marketer Sara Bennison.
Customer journey workshops can help stakeholders create a ‘working journey’ of how customers are interacting with a brand and eliminate those pain points.
The emotional connection that makes a consumer want to buy comes from making them feel the truth of what the brand promises, according the founders of branding and design agency JDO.
The ad regulator says there are concerns among the British public about the advertising of some products and services, including gambling, to vulnerable people and says the industry needs to do more to ensure that is not the case.