Marketoonist on brand love
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Häagen-Dazs on how it’s trying to become an ‘iconic’ brand again
Sarah VizardThe ice cream brand’s top UK marketer wants to build on last year’s Wimbledon campaign to rebuild relevance, particularly among millennials, as it looks to get back to its disruptive roots.
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Ritson: If BMW is too radical with its brand revitalisation it will be on the road to failure
Mark RitsonBMW’s brand revitalisation efforts must find the perfect balance between heritage and modernity. It’s going to be a tough job but with former Mini marketer leading the charge the brand is in good hands.
Why building long-term brand loyalty starts from within
Thomas HobbsBrands must understand every aspect of consumers’ lives and strengthen social bonds if they want to secure loyal, happy customers, but first they need to empower employees, according to new research shown exclusively to Marketing Week.
O2’s Nina Bibby: The CTO should be the CMO’s best friend
Charlotte RogersThe evolution of the CMO role means the relationship with the chief technology officer could be just as – if not more – important than the relationship with the sales director, says Bibby.
Zoopla’s Gary Bramall on why CMOs should want to ‘decentralise power’
Matt BarkerTo explore the ‘art of the possible’ even in times of adversity, teams must feel empowered and fully supported, according to marketing leaders from Zoopla, HSBC and Benefit Cosmetics.
Nestlé CMO: ‘We never dissociate marketing from sales’
Michaela JeffersonGlobal CMO Aude Gandon explains how Nestlé is ensuring its marketing function is set up to meet new challenges in ecommerce, data and sustainability.
Marketing Academy reveals the CMOs chosen to become its 2021 Fellows
Michaela JeffersonMore than 20 CMOs and senior marketers have been selected to join the EMEA Fellowship Programme, which aims to prepare marketing leaders for the transition into CEO or similar roles.