Fake ads are on the rise – good or bad, brands need to call it out
Rory McEnteeThe line between real ads and copycats is being deliberately blurred, argues Gymbox’s brand and marketing director Rory McEntee.
The regalia of being a national treasure weighs John Lewis down
Helen EdwardsFar from being beneficial, the retailer’s perceived status a British institution limits its ambition – just look at what Britishness stands for today.
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How do you win new customers? Ask your extreme loyalists
Mark RitsonThose who spend more and buy your brand more often have unparalleled insight into what makes it special – and into what appeals to new customers too.
Share of search volume: The CMO’s new best friend
Andrew HollandShare of search volume tackles organic search as a marketing channel and provides four valuable pieces of information to determine SEO strategies.
Want to improve trust with your CEO? Find your marketing code
Gareth HelmGetting the top job in marketing is no guarantee of success. Understanding how to influence, educate and lead the leadership once you’re there is vital, so communication and transparency are key.
What a challenger mindset can teach legacy brands targeting women
Helen JamesBusinesses looking to better target women should pay attention to three key areas where disruptive brands excel.
6 ways marketing can grow its influence within businesses
Chris RodiMars Petcare’s European marketing director explains how to follow the company’s lead in demonstrating marketing’s business and financial contribution.
Even sophisticated mass marketers need targeting
Mark RitsonAfter a short sabbatical to launch this year’s Mini MBA, our trusty marketing columnist returns to talk targeting, and why this ancient topic is one of the biggest challenges most marketers now face. Not despite the industry’s new-found love for mass marketing, but because of it.
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.
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.
The beauty, and difficulty, of marketing is how much it entails
Helen EdwardsMarketers have to juggle numerous relationships and interdependent disciplines to achieve anything in their work – and only the best can do that well.
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.
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.
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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.