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.
Pret’s former marketing boss on the secrets of a growth mindset
Charlotte RogersFrom taking Green & Black’s to a new market after “savage” customer feedback, to the birth of Veggie Pret, Mark Palmer urges marketers to rethink positioning, premiumisation and innovation.
Can you achieve long and short at the same time? Usually, no
Mark RitsonIt’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.
Ageism: Is marketing ‘obsessed’ with hiring digital natives?
Molly InnesFrom a lack of transparency to the misconception only under 35s possess digital skills, marketers address the ageism rife in recruitment.
‘We’ve fixed the basics, let’s shape the business’: M&S on the next stage of its transformation
Michaela JeffersonM&S has highlighted its brand and product proposition, personalisation and data, and modernising its store estate and supply chain as key focus areas for the next two years.
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