Use the ‘cash flow funnel’ to fight finance with finance
Peter WeinbergB2B brand marketers need to learn to play the game and win over the CFO if they want to grow their brand and budget, which is where the cash flow funnel comes in.
The horror of marketers’ strategic bankruptcy is about to be laid bare
Mark RitsonAs the Better Briefs Project will reveal this week, 90% of marketers fail to brief agencies effectively, and their failures begin with a total lack of strategy.
Five questions marketers should ask themselves before talking budgets with the C-suite
Secret MarketerTo avoid missing out on opportunities as a result of not getting the required investment, our marketer on the inside recommends stress testing the plan before going into the boardroom with the aid of five key questions.
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Trust in brands is illusory, just look at Facebook’s continued growth
Mark RitsonFacebook repeatedly ranks low in consumer trust surveys, yet user growth continues, revealing the idea of trust in brands as anthropomorphic nonsense.
Seven principles of effective marketing communication
Tom RoachThese fundamentals of marketing communication will always be true because they’re based on how our brains work, not on how specific technology works.
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Reducing the ‘friction’ of too many choices makes your buyer’s decision easier
Helen EdwardsMarketers 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.
How rethinking ‘value’ can improve effectiveness
Robin BonnThere’s growing momentum around a refocus on outcomes over agency inputs, but by defining ‘value’ too narrowly, marketers risk missing the opportunity.
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Tom Kerridge’s prices aren’t a rip-off if they’re what the market will pay
Mark RitsonForget worshipping at the altar of revenue. Marketers who take a leaf out of Tom Kerridge’s book and embrace pricing power will find the surest route to profitability.
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Facebook’s Horizon Workrooms sucks ass
Mark RitsonFacebook’s new virtual meeting software falls victim to one of marketing’s worst sins, product orientation, simply because Mark Zuckerberg needs to find a use for virtual reality to justify his investment in Oculus.
Adidas’s sale of Reebok makes strategic sense all round
Mark RitsonReebok hasn’t reached the heights of the 1980s and 90s since Adidas bought it in 2006, and its sale means Adidas can focus on its ‘branded house’ while new owner ABG has the skills to bring Reebok into its ‘house of brands’.
It’s not just Oatly’s tone of voice that’s distinctive, it’s the business’s openness
Helen EdwardsOatly’s failed trademark claim against a rival won’t hurt its ability to differentiate, as long as it stays humble and human in the way it does business.
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Emotion is overdone, rational branding is the big opportunity
Helen EdwardsAll marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.
How brands can avoid the curse of convergence
Helen EdwardsAs much as marketers want to differentiate from competitors, brands in the same market often follow the same formulas. To resist that outcome, watch out for these five pitfalls.
Channel 4’s ‘Black to Front’ day feels like tokenism: We need diversity every day
Tanya JosephChannel 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.
Don’t let the JWT tribunal put you off your pursuit of gender equality
Tanya JosephThe 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.
As recruitment surges again, brands need purpose to compete for talent
Tanya JosephWith the economy and hiring rebounding from the pandemic, brands need to seek diversity of thought and understand top candidates want to do meaningful work.
How to survive and thrive as a marketer in a startup
Colin LewisMarketers 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.
The perils and pitfalls of a startup career
Colin LewisPeople 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.
The future of marketing careers? Marketing, data, tech and digital in harmony
Colin LewisAfter a year under lockdown, many marketers are turning to thoughts of next steps and new ways of working.
The divergence of fortunes post-Covid means marketers need a multi-pronged approach
Grace KiteEconomists 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.
Marketers must be included when competition lawyers test Google’s market power
Grace KiteWhen 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.
Three predictions for marketing analytics in 2021
Grace KiteThe importance of value for money in marketing analytics will rise, new and better ways of evaluating the online customer experience will emerge and digital-first brands will focus in on market mix modelling.