Brand birthdays can help you realign for the future as well as celebrate the past
Andrew GeogheganCelebrating a brand’s anniversary shouldn’t be about complacency or introspection but a reassessment of what its heritage means for modern consumers.
This Christmas brands are spreading a message beyond festive cheer
Matt BarkerThe 2020 crop of Christmas campaigns could be ushering in a new age of diversity in television ads.
For gender equality to succeed, men need to see its benefits
Tanya JosephFlexible working gives men better work/life balance and women more career opportunities, so business and society need to encourage it and ditch harmful ‘alpha male’ stereotypes.
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‘Humaning’ and the greatest marketing bullshit of all time
Mark RitsonMondelēz’s promise to “stop marketing and start humaning” is a new entry into the all-time marketing bullshit top 10, an exclusive list only the most delusional, out-of-touch and supremely earnest can hope to make.
John Lewis’s diversification strategy smacks of fanciful thinking
Helen EdwardsWhen established brands try to move beyond their core competence it rarely works, and John Lewis’s plan to move into residential property seems poorly thought through.
Bamlanivimab and the challenge of brand names
Mark RitsonBrand naming is always a difficult job, even more so for pharmaceutical drugs, but marketers should remember to put the naming carriage behind the positioning horse.
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Redundancy Chronicles: Cast your net wide
Secret MarketerAs the furlough scheme comes to an end, the realities of the impact of Covid-19 on the economy and jobs is becoming ever clearer. In our new series, our secret marketer takes us behind the scenes to offer some catharsis and lessons on what to do if you find yourself made redundant.
Personalisation isn’t about bells and whistles
Ben DavisCompanies need to focus on being useful and offering great service first, otherwise bells and whistles seem just that.
What marketers can learn from the US election (no really)
JP CastlinThere may not be much we can learn about branding from Trump or strategy from Biden, but the US election has made one thing very clear: marketers need to come to terms with who some of their customers are.
Marketers should think more about handbrakes than accelerators
Richard ShottonMarketers spend most of their time encouraging proactive behaviour change, but it’s much more effective to remove the physical and psychological barriers that block it.
Even amid chaos, don’t deny the long term
Russell ParsonsBudget decisions should support strategy. Even in uncertain times don’t forget the wise words of A.G. Lafley and Roger Martin: “Don’t let what is urgent crowd out what is important.”
Six predictions for a Christmas ad season to forget
Harry LangThe lockdown period sparked a glut of unoriginal ads, and with the nation’s mood unclear in the run-up to Christmas, we can expect more misguided efforts.
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Put social impact in your annual plan
Tanya JosephAs businesses plan for next year, they should think about how they can make the world a better place as well as make money.
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Redundancy Chronicles: Think before you act
Secret MarketerAs the furlough scheme comes to an end, the realities of the impact of Covid-19 on the economy and jobs is becoming ever clearer. In our new series, our secret marketer takes us behind the scenes to offer some catharsis and lessons on what to do if you find yourself made redundant.
The first step to being an expert is choosing to be
Colin LewisWe can all become excellent in aspects of our career if we make the active decision to pursue greatness.
The next generation of gaming calls for next-gen marketing
Ciaran NorrisJust as technology evolves, so do audiences. The gaming companies achieving success are the ones who adjust, adapt and embrace the ever-changing landscape.
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Stop ‘nudging’ customers and pay attention when they nudge you
Helen EdwardsBrands that ignore the small signs customers are unhappy will soon feel the financial impacts if they don’t respond.
Embrace the art of improvisational listening
Max DickinsWe spend too little time listening and too much time preparing to speak. By focusing more on others’ words and less on our own response, we can make more progress collaboratively.