The Co-op Bank has been dogged by scandal in recent years but with the launch of its new ‘It’s Good To Be Different’ campaign and renewed focus on its identity, marketing director Alastair Pegg believes the brand will now stand apart from competitors for the right reasons.
Festival of Marketing 2015: Anthony Thomson, who is set to disrupt the banking sector when he launches mobile-only Atom Bank later this year, says he “fundamentally disagrees” with the fact that most businesses’ main purpose is to make money.
John Lewis has dubbed 2015 the year of the ‘master shopper’ – a phrase it has coined for a new type of consumer that sees shopping as a leisure pursuit and knows how to use stores, the internet and mobile devices to get the best deal at their own convenience.
M&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.
By working up to investing in brand building – rather than adhering to the 60:40 rule – are small businesses on the road to success or setting themselves up to fail?
Addressing marketing’s lack of socio-economic diversity could be the key to creating a more inclusive industry in general. However, making a difference starts with taking practical steps.
It takes courage to challenge the status quo and drive change but marketers are increasingly bowing to the pressure of the C-suite, which needs to stop.