NPS is where customer insight starts, it’s not your ultimate goal
Colin LewisMarketers should be using NPS and other customer satisfaction scores as a starting point to prompt more insight but all too often they are seen as the end point.
Lots of agencies sound the same, how can potential clients tell the difference?
Ben DavisHow do agencies differentiate in an increasingly crowded landscape? They need to remember agency selection is still a people-to-people business.
The Apple Card fiasco is a brand risk – but not a very big one
Mark RitsonApple has messed up by adopting a biased algorithm that disadvantages women applying for its credit card, but the chances of it harming the core technology business are slim.
Renault Clio should be applauded for its powerful same-sex love story
Molly FlemingRenault is celebrating the Clio’s 30th anniversary with a campaign that quietly and thoughtfully tells a same-sex love story that doesn’t descend into cliche.
In-store retail is finally going digital
Ben DavisFrom Sainsbury’s debating the future of till-free shops to Alibaba reaffirming its commitment to smartphone-assisted retail, the future of in-store shopping is digital.
There’s a brand risk for McDonald’s in firing its CEO
Molly FlemingSteve Easterbrook was in the middle of a brand turnaround when he was fired on Sunday for a “consensual relationship” with an employee.
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Ignoring TV is a strange choice for a big brand
Mark RitsonIf you have a big budget and are making long-form video ads, it makes little sense to leave the most effective medium out of the mix, as Gap has done by rejecting TV for its Christmas campaign.
Asos was wrong to ditch print now its brand is in crisis
Matt BarkerAsos has culled its print magazine after 12 years amid a wider crisis for the brand but, as other companies can testify, a well-produced print title can still be a highly effective promotional tool.
Big brands must not play the startup game
JP HansonThe answer to modern big brand market challenges is not a default to startup mode. Doing so is the tapeworm diet of marketing and will do little else than eat you up from inside.
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Interbrand’s ‘iconic moves’ invite ridicule for the discipline of branding
Mark RitsonInterbrand is a respected name in brand valuation, but its proposal to replace brand positioning with ‘iconic moves’ demonstrates a lack of strategic sense.
If Facebook was really serious about change it would cut the political ads
Charlotte RogersWith a reputation in desperate need of rebuilding, Facebook could show a real statement of intent by walking away from political advertising – except it just can’t do it.
Making marketing more effective can be as simple as knowing your strengths
Russell ParsonsThe cases of Tesco and Greggs show that radical reinvention isn’t always the answer and that all too often going back to basics can be more effective.
Opportunity lies at the edge of acceptability, so get comfortable there
Colin LewisMarketers need to understand that the edge is where opportunity is and by learning to become more comfortable there they can find more opportunities.
What brands can learn from Skoda and Japanese rugby
Harry LangJapan’s rugby team might appear to have few links to Skoda, but both have excelled against expectation using a challenger mindset, which others can emulate.
Diageo’s playbook for global marketers
Andrew GeogheganWhile the old rules still apply, there are seven characteristics successful brands display – from making time for strategy to simple KPIs and strong leadership.
Brands risk losing billions if they don’t improve online accessibility
Molly FlemingBrands need to ensure their websites are accessible to disabled people or risk losing out on £249bn a year.
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After 30,000 connections, I’m all LinkedOut
Mark RitsonOur columnist finds to his horror that he’s reached his limit of LinkedIn connections, with requests building up faster than he can cull.
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‘Buccaneering’ British business is just a political fantasy
Helen EdwardsWhy are British politicians so content to use the language of pirates to shed light on business?