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.
If analytics gave you a ‘single source of truth’, could you handle it?
Mark GoodingTo realise the power of analytics, you need to be willing to change your preconceptions.
Coca-Cola, Airbnb, EasyJet: 5 things that mattered this week and why
Marketing Week ReportersCatch up on all this week’s marketing news including Christmas ads from Coca-Cola, McDonald’s and KFC, Airbnb’s Olympics deal and EasyJet’s move into package holidays.
Aldi crowned this year’s most effective Christmas ad
Sarah VizardThe German retailer has seen off strong competition from Walkers, Amazon, John Lewis and Waitrose, and Tesco to take this year’s coveted title.
How Benefit used NPS to build the business case for brow tints
Charlotte RogersAfter introducing NPS to its services business, Benefit has been able to map the success of its customer experience and drive this agenda up to the C-suite.
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