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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?
Employers have a duty to take mental health seriously
Tanya JosephAs the stigma around mental health diminishes, there is a lot more employers can do to help support and manage their staff’s mental wellbeing.
Alexa, are marketers obsessed with innovation?
Ben DavisMany marketers are wasting valuable time and resources optimising for voice when there are much more strategic challenges that need dealing with first.
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Marketers praise Burger King but McDonald’s is more deserving
Mark RitsonMcDonald’s unflashy but effective marketing has been overshadowed by rival Burger King’s attention-grabbing stunts, but it’s the former we should celebrate.
The government’s patronising Brexit campaign should have been handled much better
Harry LangWith its reported £100m cost, is the Brexit ad campaign really the best Britain can come up with?
Marketers need ‘hard’ skills if they want to be taken seriously
Colin Lewis‘Soft’ skills like communication and empathy are clearly important, but marketers need to brush up on core technical skills like strategy, data and measurement to be truly effective.
Marketers have become too loose with language
Ben DavisMost people don’t want brands to try and be their friend, so marketers should think twice before trying to be ‘cool’ when communicating with consumers.
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WeWork’s IPO debacle highlights the failures of modern brand building
Mark RitsonMasquerading as a tech firm has done no favours for WeWork, neither have its premature brand extensions and over-inflated view of its own self-importance.
A £14 KitKat? Premiumisation has gone too far
Charlotte RogersNestlé is borrowing ideas from its Japanese business with the roll-out of its bespoke, hand-crafted KitKat, but with a £14 price tag surely the premiumisation trend has gone too far?
Your five-step guide to achieving greater influence and impact
Russell ParsonsThere is a looming crisis in marketing – fear over diminishing influence and lessening impact. There is, however, plenty marketers can do to address the situation.
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The streaming wars will be the bloodiest battle in marketing history
Mark RitsonSit back, grab the popcorn and enjoy what will surely prove to be the most competitive commercial contest in marketing history.
Women’s football must value match days to capitalise on post-World Cup buzz
Charlotte RogersWhile brands from Visa to Coca-Cola fought for a piece of the women’s football action during the summer’s World Cup, now is the time for clubs to capitalise on the attention to achieve a sustainable future.
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Great marketers don’t sell dreams, they sell realities
Helen EdwardsMarketers who incorporate data into storytelling to explain the ‘how’ as well as the ‘what’, ‘who’ and ‘why’ will have a far greater chance of engaging listeners.
Brands’ pricing shouldn’t be bound by their categories
Richard ShottonConsumers don’t perceive price in absolute terms but relative to similar products, so if you want to change your pricing model you just have to change your comparison set.
Marketers need more sense to stem the tide of CMO firings
Thomas BartaThe combination of business, digital and purpose sense Diageo CMO Syl Saller has should act as an example for all marketers craving greater influence.
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Standing out is the key brand challenge – that’s why great brands play with their codes
Mark RitsonSalience is a much bigger challenge than differentiation, and codes are the way to achieve it – but using them creatively first requires decades of consistency.
What to do if you’re priced out of sports sponsorship
Harry LangThe price of Premier League football sponsorship has become prohibitive for most brands, but women’s sport and lower-league teams represent an opportunity to build awareness and advocacy.
British Airways needs to ensure its reality matches up to its advertising
Molly FlemingAs British Airways celebrates its 100th anniversary, it is facing poor rankings, striking staff and irritable consumers but to secure the brand’s future it needs to stop focusing on the past and invest in the future.