Benefit 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.
Marketers 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.
Greater 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.
From the digital after-life to the growth of synthetic media, futurist Tracey Follows sets out the key trends that will shape the marketing industry over the next five years.
The School of Marketing is launching Mentoring Gen Z, which aims to connect young people with marketing leaders from brands including Boots and Direct Line in a bid to avert the “ticking timebomb” of youth unemployment.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
From nurturing a fierce curiosity in customer behaviour, to becoming more agile and honing their digital skills, marketers must be prepared to upskill if they want to futureproof their careers in 2021 and beyond.