Redundancy Chronicles: Keep walking
Secret MarketerNew opportunities will always arise so make sure you have the inner confidence to persevere.
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New opportunities will always arise so make sure you have the inner confidence to persevere.
Journalists reported VW’s fake name change to Voltswagen as a botched stunt, but it made the brand more famous for electric vehicles, which is exactly what it wanted.
Procter & Gamble’s chief brand officer has asked his marketers to behave like they’re running startup brands, which is unrealistic given 95% of startups fail.
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.
Conforming to category norms may seem like the safe thing to do but it won’t make people remember your brand.
When looking for your next job don’t settle. Just because you’ve been made redundant doesn’t mean you should lower your standards. If the fit isn’t there, move on and put the interview down to experience.
Cocreation allows brands to build better relationships with their customers but in order to be most effective marketers and designers need to work together.
Netflix has reached a level of penetration it will struggle to improve, with most customers already paying premium prices, so converting those sharing passwords into paying subscribers is its biggest growth opportunity.
Whenever a marketer sets out to improve, augment or adapt the four Ps, they reveal the absurdity of the exercise and reinforce why product, price, place and promotion remain the core concepts of the marketing mix.
After almost two centuries of successful innovation, one company is about to get a huge fillip from the rollout of its vaccine.
For all the assertions that teamwork and innovation are the main reasons to go back to the office, in reality the biggest incentive is the impulse to keep pace with colleagues.
Mid-market hotels are in the strange position of having to detain prisoners rather than delight customers. Here are a few ways they can avoid brand damage.
Advertising generally takes precedence over the more modest discipline of design when it comes to brand strategy, but marketers should recognise that they have the same influence over consumers’ perceptions.
Marketing Week research suggests marketing’s gender pay gap is decreasing, but not fast enough. The way to end it for good is to take advantage of today’s unique opportunity and make flexible working commonplace.
Leaders shouldn’t forget to maintain a personal bond with their teams over video calls, since remote working makes it more difficult to sense how they’re feeling, and keep them motivated and engaged.
Scientists pursuing a Covid vaccine demonstrated that a shared purpose can deliver powerful outcomes – something that brands can learn if they want to make a positive difference.
Our columnist has received numerous messages from people whose careers were disrupted by the pandemic. There are clear commonalities in their experiences.
Whether it’s the efficacy of brand purpose or the belief consumers are all socially liberal, we’re too easily lulled into marketing ‘cults’ that stop us seeing the world as it is.
We can all become excellent in aspects of our career if we make the active decision to pursue greatness.
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.
Search data reveals a lot about what consumers want and can inform on how to position a brand for growth and even what words will work best in a campaign.
Confusion over the twin functions of digital advertising could lead marketers into flawed decision making, especially when ads used to signpost customer journeys are treated as if they can generate demand.