Direct 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 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.
Retailer says there was a “misunderstanding” after a price match promotion was confused with its Black Friday deals.
The 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.
Senior 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 are often guilty of focusing on superficial innovations – they should be at the heart of efforts to develop totally different digital business models.
OS 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.