Redundancy Chronicles: Keep walking
Secret MarketerNew opportunities will always arise so make sure you have the inner confidence to persevere.
VW’s ‘Voltswagen’ stunt shows marketing effectiveness in action
Colin LewisJournalists 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.
Marc Pritchard knows better than to believe P&G can act like a startup
JP CastlinProcter & 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.
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.
Death metal and rainbow balloons: Why it pays to break conventions
Richard ShottonConforming to category norms may seem like the safe thing to do but it won’t make people remember your brand.
Redundancy Chronicles: The right thing, not the first thing
Secret MarketerWhen 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.
Marketers need to reframe their view of design
Andrew BarracloughCocreation allows brands to build better relationships with their customers but in order to be most effective marketers and designers need to work together.
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Wondering why Netflix wants to stop password-sharing? It’s all about funnels
Mark RitsonNetflix 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.
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Attempts to update the four Ps are embarrassing – they’ve endured for a reason
Mark RitsonWhenever 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.
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And the winner of the Covid vaccine brand battle is…
Mark RitsonAfter almost two centuries of successful innovation, one company is about to get a huge fillip from the rollout of its vaccine.
The biggest benefit of returning to the office is internal competition
Helen EdwardsFor 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.
A brand plan for the ‘quarantine hotel’ CMO
Helen EdwardsMid-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.
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Design deserves the same status as advertising in marketers’ plans
Helen EdwardsAdvertising 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.
Now is our best chance to eradicate the gender pay gap
Tanya JosephMarketing 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.
We can’t lose sight of personal connections when managing teams remotely
Tanya JosephLeaders 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.
Brands can do more for society when they work together
Tanya JosephScientists 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.
Covid career conversations: Learning from those who have been through it
Colin LewisOur columnist has received numerous messages from people whose careers were disrupted by the pandemic. There are clear commonalities in their experiences.
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Cognitive dissonance, conmen and cults: The ways marketers delude themselves
Colin LewisWhether 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.
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.
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.
Search data is a gold mine for marketing strategy
Grace KiteSearch 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.
Marketers misunderstand the two tasks of online advertising
Grace KiteConfusion 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.