Brand purpose campaigns underperform ‘traditional’ marketing on average, but for the right brands purpose will still be the most effective strategic choice.
The industry has been telling marketers their ability to sell stuff using ads is in decline, but as well as not being particularly helpful it’s simply not true. New data shows ROI has been increasing over the past five years.
Courtesy of French politics, Kärcher is the latest brand to find out that becoming synonymous with your category is a double-edged sword.
Borrowing from philosopher Ludwig Wittgenstein, brands should not be defined by what they are, but how they are used. Trying to inject a profound meaning into brand is merely an exercise in ineffective positioning.
Marketing Week columnist Harry Lang shares an excerpt from his recently published book, Brands, Bandwagons & Bullshit, a guidebook for young professionals embarking on careers in marketing, advertising, PR and media.
Confirmation bias makes it difficult to persuade people who don’t want to change, but experimental evidence shows three effective ways to overcome this.
Every sector has a blind spot in the experience that brands offer, and by addressing it you could gain a real competitive advantage.
Mr Big’s (spoiler alert) death after a Peloton ride in the latest Sex and the City spin-off had social media forecasting the brand’s doom, but it actually created greater mental availability for the brand – especially after Ryan Reynolds’ creative agency got involved.
Great diagnosis, smart insight, clever use of media and inventive execution, Sheba’s ‘4am Stories’ is a masterclass in simple but highly effective marketing.
Dorsey’s contention that founder-led businesses are overhyped doesn’t hold water. The right founder offers huge marketing advantage – that just wasn’t him.
Brands need to encourage better – not more – consumption, if they are to have a place in a sustainable future for our planet and society.
There’s increased competition from employers for junior marketers, so to boost the chances of holding onto their brightest talent, CMOs need to rethink unconscious habits.
Marketers might not like the idea of cutting down their ranges, but reducing choice is one way to stop ‘micro-frictions’ getting in the way of the sale.
Channel 4’s showcase for Black talent won’t fix the creative industry’s problems if organisations don’t commit to representing the diversity of their consumers throughout their teams.
The tribunal ruling that two male creatives were unfairly made redundant, which is set to be appealed, should not deter us from realising the benefits of gender equality – for both men and women.
With the economy and hiring rebounding from the pandemic, brands need to seek diversity of thought and understand top candidates want to do meaningful work.
Marketers see startups as glamorous but are often made scapegoats for their failures. Here’s how to avoid that trap and set yourself up for success.
People imagine working for a startup will make them rich and free them from the shackles of corporate servitude, but the reality is very different. Here’s how to go in with your eyes wide open.
Marketers too often develop a limiting set of beliefs about who they are, what they do and how they behave. If you’re frustrated with your career this is the first place to look.
Creating a lower carbon alternative is one thing, but brands still need to get people to choose it, and marketing and advertising has the opportunity to be the driving force in helping people make the transition.
Economists have suggested the UK’s recovery will be K-shaped, as the rich get richer and the poor get poorer, which means marketers must understand which bucket potential buyers are in and adjust strategies accordingly.
When Google’s market power is being assessed, Google and its customers can’t be the only marketing voices being heard – other marketing experts must be brought to the table.