Forget 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.
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.
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.
Marketers should focus on encoding their brand into the minds of customers – not trying to build relationships with them.
B2B marketers shouldn’t be spending time and money convincing out-of-market buyers to consider a purchase but instead invest in making every buyer remember their brand next time they need its product.
It doesn’t seem right that most of the industry uses a template built on three layers which are each mostly wrong and not strongly supported by marketing science.
Oatly’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.
Facebook’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.
Reebok 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’.
Procter & Gamble doubled down on marketing when Covid hit, while Coca-Cola went dark. The former’s revenues surged, the latter’s dwindled, and Ehrenberg-Bass data now proves if you stop advertising you lose sales.
All 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.
As 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.
Marketers have a responsibility to safeguard brand trust, particularly when an organisation is intent on embracing change.
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.
In Mental Health Week, it’s a good time to highlight your brand’s efforts to protect staff wellbeing, but you need to spend the rest of the year putting them into practice.
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.
After a year under lockdown, many marketers are turning to thoughts of next steps and new ways of working.
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.
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.
The 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.