Marketoonist on the seven marketing personas
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Benefit reviews its brand DNA to keep up with Gen Z
Molly FlemingBenefit is updating its brand positioning to ensure it is relevant among a new wave of consumers looking for inspiration rather than aspiration and as it faces growing competition from direct-to-consumer brands.
Use technology to show more humanity, not less
Helen EdwardsMarketers need to get involved in conversations around technology to ensure it is put to use in a meaningful way that will enhance consumers’ experience rather than leave them feeling cold.
Why fashion brands must try harder to capture the ‘Muslim pound’
Charlotte RogersGreater nuance, more thorough segmentation and a genuine commitment to consult with the customer is needed if brands are ever going to attract the global modest fashion consumer.
Mars Petcare on taking its support of the LGBT community ‘to the next level’
Charlotte RogersThrough an on-pack takeover of Dreamies, the pet care giant is looking to drive awareness of its LGBT Foundation partnership and power its internal “inclusion first” strategy.
UK brands urged to drive ‘meaningful innovation’ to arrest declining value
Manny PhamUK brands are encouraged to dial up their innovation and creativity, responding at pace to the trends caused by Covid-19, or risk diminishing value.
How ‘data disconnection’ costs brands billions in growth every year
Marketing Week PartnerA breakthrough study by M&C Saatchi Fluency has identified £60bn in lost growth since 2016, as brands struggle to build crucial connections with audiences.
Ikea’s Peter Wright takes over as Specsavers CMO
Michaela JeffersonWright replaces Katherine Whitton, who announced her departure from the Guernsey-based business late last year.
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