Risk taking is necessary if a brand intends to stand out, according to Marks & Spencer’s marketing boss for food and hospitality, but they mustn’t go so far they lose the brand’s identity.
By using econometrics, Audi has found ads that cut-through are three times more efficient at driving orders, making creativity “really key” for the business, a learning it is taking to the rest of its communications.
The Chinese brand has managed to break the Apple and Samsung hegemony in the smartphone market through a focus on innovation and collaboration, but it faces a big challenge to achieve its goal of being the biggest global player.
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On course to hit revenues of $1bn in 2021, used car startup Cazoo has developed a formula for fast-paced growth, mixing the right talent and a fixation on customer experience with a commitment to brand building.
As the Mirror revamps its brand for the first time in eight years, director of insight and brand strategy Andrew Tenzer explains why adding strategy to his remit was a “natural evolution” of his role.