Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
As digital enables more business models to pivot to direct-to-consumer propositions, and products on offer increasingly resemble services, marketers must have a firm grip on the interplay between marketing strategy and product strategy.
The pessimism of the pandemic might be encouraging marketers to play it safe, but they could be underestimating the power of humour to connect with consumers even during a crisis.
Air conditioning brand Nuaire did a complete U-turn on its positioning, which resulted in it creating a pipeline value of £7.4m in just five months.
As the furlough scheme comes to an end, the realities of the impact of Covid-19 on the economy and jobs is becoming ever clearer. In our new series, our secret marketer takes us behind the scenes to offer some catharsis and lessons on what to do if you find yourself made redundant.
From building teams you can feed with two pizzas, to committing to regular retrospectives, agile working is helping GSK rethink how it does business in the era of Covid-19.
In an exclusive interview, Coca-Cola UK marketing boss talks about the challenges of 2020 and why the soft drink maker has had to be “braver” than ever before.