The British Army tackled a recruitment crisis head on with the introduction of its long-term brand platform ‘This is Belonging’, which it has evolved over the past five years to completely reshape young people’s opinions of a career in the Armed Forces.
In this exclusive extract from his new book, Go Luck Yourself, Lucky Generals founder Andy Nairn explores the role of luck in building a brand and how a mathematician might approach marketing’s four Ps.
Top marketers from a host of brands will join Mark Ritson, Bob Hoffman and Helen Edwards for the March event designed to help marketers boost the effectiveness of their marketing spend.
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This guide looks at how to discover requirements when forming a marketing measurement strategy, covering understanding responses, what to ask when measurement planning and how to consolidate knowledge.
B2B brands’ advertising is largely ineffective but needn’t be. To create more memorable ads, there are three simple rules.
Virgin Media is looking to increase brand equity through the launch of its latest campaign, after it “switched gears” to focus on long-term brand building.
The FMCG giant revealed ecommerce sales surged last year, accounting for 9% of total sales as consumers were stuck at home.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From the importance of measurement, to B2B advertising failing to drive long-term growth, it’s been a busy week. Here is my take.
New research from the LinkedIn B2B Institute and System1 reveals 75% of B2B brands are failing to produce advertising with the potential to drive long-term growth.
Peter Duffy, who is also president of ISBA, says measuring effectiveness is going to be more crucial than ever this year as marketing spend will be analysed like never before.
Allowing the global organisation to focus on the long term has enabled local country teams to focus on “survival” and the short term.
Brands that have invested in their long-term health during the pandemic will thrive, but marketers need to better link the case for investment to business outcomes if they are going to secure funds, says NatWest Group CMO Margaret Jobling.
Changing its name and launching a new website presented Refinitiv with a tough SEO challenge, but after generating 20 million links in one year, it was a challenge the brand met head on.
Direct-to-consumer brand Thinx challenged people to think differently about menstruation.