Fake ads are on the rise – good or bad, brands need to call it out
Rory McEnteeThe line between real ads and copycats is being deliberately blurred, argues Gymbox’s brand and marketing director Rory McEntee.
The line between real ads and copycats is being deliberately blurred, argues Gymbox’s brand and marketing director Rory McEntee.
Far from being beneficial, the retailer’s perceived status a British institution limits its ambition – just look at what Britishness stands for today.
Those who spend more and buy your brand more often have unparalleled insight into what makes it special – and into what appeals to new customers too.
Share of search volume tackles organic search as a marketing channel and provides four valuable pieces of information to determine SEO strategies.
Getting the top job in marketing is no guarantee of success. Understanding how to influence, educate and lead the leadership once you’re there is vital, so communication and transparency are key.
Businesses looking to better target women should pay attention to three key areas where disruptive brands excel.
Mars Petcare’s European marketing director explains how to follow the company’s lead in demonstrating marketing’s business and financial contribution.
After a short sabbatical to launch this year’s Mini MBA, our trusty marketing columnist returns to talk targeting, and why this ancient topic is one of the biggest challenges most marketers now face. Not despite the industry’s new-found love for mass marketing, but because of it.
Artificial intelligence is mostly a distraction from marketing fundamentals – unless you convince your market AI makes your brand better than the competition.
Removing the famous Swiss mountain from its packaging won’t stop the chocolate brand building a desirable brand image in today’s globalised age.
Marketers have to juggle numerous relationships and interdependent disciplines to achieve anything in their work – and only the best can do that well.
Customers are becoming increasingly savvy about pricing tactics, but there are ways for marketers to avoid resentment. However, they come with a catch.
It’s true a product’s purpose is to perform its function effectively, but the value of a brand is in making consumers believe it does more than that.
Roe v Wade is not just a US issue, nor can brands assume it doesn’t affect them. Now is the time to stand up for your workers’ and consumers’ rights.
Brands should look first at how their business and people are impacted by social and geopolitical issues, and only speak publicly when their actions are already making a difference.
If brands really are serious about closing the gender pay gap forever, embracing full flexibility – not just hybrid working – would be a good place to start.
When it comes to hiring, skills are less important. Instead focus on mindset, character, attitude and a ‘batteries included’ mentality that means they are up for the challenge and able to get things done.
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.
Women’s career progress and salaries take a dive when they become mums, not because they become less good at their job but because policies around parental leave and childcare continue to be biased.
Economists now believe this year’s recession will be relatively mild, but marketers still have important work to do to ensure their brands come out stronger on the other side.
New data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt.