Brands’ biggest AI opportunity is in making customers believe the bullshit
Mark RitsonArtificial intelligence is mostly a distraction from marketing fundamentals – unless you convince your market AI makes your brand better than the competition.
Casual sexism hidden in everyday language is doing untold damage
Helen JamesHysterical versus passionate, pushy versus ambitious, bossy versus assertive; the use of certain language in marketing is perpetuating everyday sexism.
The B2B buyer journey is not fit for purpose, here’s how to fix it
Antonia WadeThe B2B “funnel” is redundant. New thinking that accommodates nuances in buyer behaviour is required if B2B marketers are to drive growth for their organisations.
The long and the SEO of it
Andrew HollandWhen it comes to search, marketers need to employ both SEO and PPC, one for mental availability, the other physical.
New product launches fail because they aren’t given the time to grow
Jon EvansSystem1’s Jon Evans looks at 10 years of data in the soft drinks category and explains why the few successful new product launches survived in the long term.
Becoming CEO shouldn’t be a marketer’s ultimate career goal
Secret MarketerIt’s patronising to suggest marketing is just a doorway into more “grown up” or “serious” professions.
The road to innovation is paved with abandoned products – don’t let yours be one of them
Dr Kirsten VictoryWith so many new product launches failing to exist even just one year later, brands must ensure they have clear strategic intent when bringing new lines to market.
Toblerone’s brand image won’t be hurt by losing the Matterhorn
Mark RitsonRemoving the famous Swiss mountain from its packaging won’t stop the chocolate brand building a desirable brand image in today’s globalised age.
1 Comment
Don’t listen to the industry sages, they’re not your ad’s target
Mark RitsonAdvertising professionals’ view of what makes a good ad is not only biased, it’s usually wrong, as their reaction to Tourism Australia’s last campaign shows.
1 Comment
Brand diagnosis is the brand manager’s first job, so prioritise it
Mark RitsonMarketers have lost sight of proper research into what drives brand successes and challenges, distracted by the lure of woolly ‘insight’.
Five pricing principles marketers can use to foster greater consumer happiness
Helen EdwardsCustomers are becoming increasingly savvy about pricing tactics, but there are ways for marketers to avoid resentment. However, they come with a catch.
A brand is more than a commodity, the question is how much more
Helen EdwardsIt’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.
1 Comment
10 books for marketing advantage
Helen EdwardsYou’ve likely read the foundational books of Kotler, Keller and Levitt but there are a number of other books marketers should read to add breadth, insight and originality to their marketing arsenal.
Brands have a duty to defend women’s rights as Roe v Wade is overturned
Tanya JosephRoe 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.
When faced with seismic political events, the rule is ‘deeds, then words’
Tanya JosephBrands 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.
Marketing must get better at supporting women’s careers
Tanya JosephIf 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.
To build a future-proof marketing team, hire ‘batteries included’ marketers
Colin LewisWhen 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.
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.
1 Comment
It’s not women that need fixing, it’s how the workplace treats parents
Grace KiteWomen’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.
The worst thing you can do is freeze: A guide to making marketing plans in recession
Grace KiteEconomists 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.
To make marketing the solution in a recession pay close attention to the numbers
Grace KiteNew data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt.