The founder model works, even if Jack Dorsey didn’t for Twitter
Mark RitsonDorsey’s contention that founder-led businesses are overhyped doesn’t hold water. The right founder offers huge marketing advantage – that just wasn’t him.
Only a fool would bet against Amazon succeeding on the high street
Mark RitsonNewly leaked documents suggest Amazon has begun a concerted push to become a grocery retailer on the British high street. Our columnist looks at why it will eventually triumph, and why this new move is a big part of the omnichannel revolution.
Brand characters could be the most undervalued asset in B2B marketing
Peter WeinbergIt’s hard to tell a great story without a great character but most B2B brands seem reticent to entertain the idea. One exception is Salesforce, which introduced Astro who helped revitalise the brand and make it interesting again.
We cannot tackle the climate crisis without the full backing of advertisers
Phil SmithIf brands want to have licence to talk about the environment they need to show they understand the problems and are making moves to mitigate their impact.
Christmas can be an opportunity to learn for marketers stuck at dead-end firms
Secret MarketerChristmas is a special time for marketers stuck in dead-end companies, more interested in their operations than their customers, as it gives them an opportunity to hone skills and test things out.
Marketers are in pole position to shape consumer demand for sustainability
Grace KiteCreating a lower carbon alternative is one thing, but brands still need to get people to choose it, and marketing and advertising has the opportunity to be the driving force in helping people make the transition.
To harness its power, marketers must first face their fear of pricing
Andrew GeogheganMarketers shy away from pricing strategy because they lack ownership and confidence, but they need to see it for what it is – their most powerful tool.
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Does Facebook’s corporate rebrand to ‘Meta’ prove the future is ‘beyond’ it?
Mark RitsonOur marketing columnist stayed up late in Tasmania and put his headset on for the Facebook Connect VR conference. But he came away unimpressed with the branding revelations that followed.
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The horror of marketers’ strategic bankruptcy is about to be laid bare
Mark RitsonAs the Better Briefs Project will reveal this week, 90% of marketers fail to brief agencies effectively, and their failures begin with a total lack of strategy.
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Trust in brands is illusory, just look at Facebook’s continued growth
Mark RitsonFacebook repeatedly ranks low in consumer trust surveys, yet user growth continues, revealing the idea of trust in brands as anthropomorphic nonsense.
Five habits CMOs should avoid if they want to retain young talent
Helen EdwardsThere’s increased competition from employers for junior marketers, so to boost the chances of holding onto their brightest talent, CMOs need to rethink unconscious habits.
It’s not just Oatly’s tone of voice that’s distinctive, it’s the business’s openness
Helen EdwardsOatly’s failed trademark claim against a rival won’t hurt its ability to differentiate, as long as it stays humble and human in the way it does business.
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Emotion is overdone, rational branding is the big opportunity
Helen EdwardsAll marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.
Channel 4’s ‘Black to Front’ day feels like tokenism: We need diversity every day
Tanya JosephChannel 4’s showcase for Black talent won’t fix the creative industry’s problems if organisations don’t commit to representing the diversity of their consumers throughout their teams.
Don’t let the JWT tribunal put you off your pursuit of gender equality
Tanya JosephThe tribunal ruling that two male creatives were unfairly made redundant, which is set to be appealed, should not deter us from realising the benefits of gender equality – for both men and women.
As recruitment surges again, brands need purpose to compete for talent
Tanya JosephWith the economy and hiring rebounding from the pandemic, brands need to seek diversity of thought and understand top candidates want to do meaningful work.
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.
To advance your career, let go of your need to be ‘me’
Colin LewisMarketers too often develop a limiting set of beliefs about who they are, what they do and how they behave. If you’re frustrated with your career this is the first place to look.
The divergence of fortunes post-Covid means marketers need a multi-pronged approach
Grace KiteEconomists have suggested the UK’s recovery will be K-shaped, as the rich get richer and the poor get poorer, which means marketers must understand which bucket potential buyers are in and adjust strategies accordingly.
Marketers must be included when competition lawyers test Google’s market power
Grace KiteWhen 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.
Three predictions for marketing analytics in 2021
Grace KiteThe 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.