It may seem like a paradox, but recessionary periods actually provide fertile grounds for marketers to grow their brand’s market share if they’re prepared to think long-term.
As marketers work from home and strive to make sense of their marketing priorities, there is a case to be made for optimism, pragmatism and perspective.
As the coronavirus crisis worsens, brands would do well to remember people just want access to the services they need and signs that brands are helping.
As we look to a future when the Covid-19 crisis has abated, brands have the power to unite us, inspire us and forge a new way forward if they are willing to try.
Brands that are tempted to raise prices during this time of scarcity are likely to be punished by consumers afterwards, as experiments show they don’t tolerate those who take unfair advantage of market power.
As the coronavirus pandemic takes hold, marketers must realise that – for once – supply trumps demand.
The coronavirus outbreak provides an opportunity for the advertising industry to tackle the issue of trust and fulfil its responsibilities to the people, businesses and economy of the UK, says AA president Keith Weed.
Marketers deal with crises through communications, but it is through product, price and distribution that we can make most difference to customers and keep the economy moving.
With the present so worrying and the future unknown, Marketing Week will be here to help you guide through the coming weeks and months by sharing news, insights and your stories.
B2B marketing can be great because the size of the opportunity is great but marketers must also realise it is a test of both flexibility and endurance.
Where possible, marketers should take a leaf out of the betting industry’s book, taking advantage of new virtual events and online markets, as coronavirus lays waste to business as usual.
The coronavirus crisis will test us all, but marketers need to think long-term and keep building their brands, protecting their staff and honouring their values.
Those brands that can show their humanity to customers will succeed because consumers want to feel something.
The real challenge for B2B marketers is not brand management, it is change management, and convincing a CEO and senior management who do not have the background of its value.
Direct Line has replaced one of the most effective brand campaigns of recent years with a new approach that promises similar success, all thanks to the team’s understanding of distinctive brand assets.
Brands celebrating International Women’s Day should be applauded, but until they address the gender issues closer to home they are just paying lip service to the problem.
Rather than being seen as an esoteric subset of marketing, B2B should be analysed – and celebrated – for its long-term value, level of innovation and career rewards.
With the BBC under greater threat than ever of being dismantled, it needs to communicate why and how its brand serves the whole country.