Marketoonist on big data promises
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Direct Line and Trinity Mirror on ‘neurodiversity’ and why it is crucial
Thomas HobbsDirect Line’s top marketer believes too many brands are allowing their marketers to “get bogged down in data” and there must be a balance between creativity and number crunching.
BT’s CMO says brands have ‘forgotten how to connect’ with customers
Mindi ChahalBT’s chief brand marketing officer Zaid Al-Qassab warns that a digital focus will result in marketers chasing clicks and forgetting how to connect with consumers on an emotional level.
John Lewis ‘disappointed’ as ‘Never Knowingly Undersold’ promo banned
Sarah VizardRetailer says there was a “misunderstanding” after a price match promotion was confused with its Black Friday deals.
Mars rebrands Uncle Ben’s after criticisms over racial stereotyping
Sarah VizardThe move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.
Why brands need to react to customers in real time
MaryLou CostaSenior marketers explain how they’re addressing the rising significance of real-time personalised consumer interactions, since it has shot up the list of priorities and challenges during the coronavirus lockdown
Marketers must be at the centre of transformation, not at the edges
Ben RhodesMarketers are often guilty of focusing on superficial innovations – they should be at the heart of efforts to develop totally different digital business models.
How one brand is trying to shift from being known to being understood
Sarah VizardOS is synonymous with orienteering, bobble hats and mountains, but hopes a transformation that includes a new brand purpose and switch from a focus on products to customers will help improve brand equity and grow the business.
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