Marketoonist on push notification overload
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Patagonia on why brands ‘can’t reverse into purpose’ through marketing
Charlotte RogersAnchoring its brand firmly in environmental activism, Patagonia is committed to take an unconventional, mission-driven approach to retail success, explains European marketing director Alex Weller.
A £14 KitKat? Premiumisation has gone too far
Charlotte RogersNestlé is borrowing ideas from its Japanese business with the roll-out of its bespoke, hand-crafted KitKat, but with a £14 price tag surely the premiumisation trend has gone too far?
Marketers have become too loose with language
Ben DavisMost people don’t want brands to try and be their friend, so marketers should think twice before trying to be ‘cool’ when communicating with consumers.
It’s time for ‘share of search’ to replace ‘share of voice’
Mark RitsonShare of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative.
Why brands are taking a pragmatic approach to experiential marketing
MaryLou CostaHas a socially distanced world rendered experiential marketing redundant, or has the lockdown only emphasised the importance of real life events as milestones in consumers’ lives?
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
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