Marketoonist on influencer fatigue
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
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Coca-Cola takes ‘One Brand’ marketing strategy global with ‘Taste the Feeling’ campaign
Thomas HobbsCoca-Cola is launching its first global marketing campaign in more than a decade as it takes its ‘One Brand’ strategy global with the introduction of the new ‘Taste the Feeling’ strapline.
Nationwide hires Tanya Joseph for lead comms role
Ellen HammettThe Marketing Week columnist and architect of Sport England’s ‘This Girl Can’ campaign will help the brand address key social issues to support its brand purpose of ‘building society, nationwide’.
Adidas plays down Russia World Cup opportunity
Erin LyonsAmid concerns about whether the Russia World Cup presents a brand risk, Adidas’s CEO admits the event is not the sales opportunity it used to be, but says it still offers the chance to build the brand.
Marketoonist on omnichannel
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
This Much I Learned: Patagonia’s Alex Weller on the power of purpose
Charlotte RogersIn the latest episode of Marketing Week’s podcast series, Patagonia marketing director for Europe, Alex Weller, discusses how businesses can live up to their purpose and what a Joe Biden administration means for the global climate crisis.
Does market research need to ‘loosen up’?
Matthew ValentineIn a recessionary environment where budgets are under pressure, market research needs to “loosen up”, show how it fuels creativity and adopt the language of the C-suite, or risk being devalued by business.
Search data is a gold mine for marketing strategy
Grace KiteSearch data reveals a lot about what consumers want and can inform on how to position a brand for growth and even what words will work best in a campaign.