Look at your brand from the customer’s perspective, not the other way round
Mark RitsonResponses to the Queen’s death show marketers think brands have a place in consumers’ lives. You’ll be more effective if you recognise their insignificance.
Patagonia has thrown down the gauntlet on purpose
Joe GloverPatagonia has shown it is possible to grow a successful business with purpose at its core. It’s time other brands took a long hard look at how they run their company.
Brands take note: The purpose of purpose is purpose
Mark RitsonMarketers are still fixated on the notion that purpose drives growth, when the whole point is that for most brands it will cost money and require sacrifice. Just look at Patagonia.
Effectiveness comes with the confidence to invest
Secret MarketerMarketing effectiveness is driven by courage, focus and tenacity, rather than a quest for efficiency.
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Marketers should pay more attention to attention
Mark RitsonThere’s ample evidence that longer dwell time on ads raises brand recall and choice, so ignore Byron Sharp’s claims that you shouldn’t pay for more attention.
This is the B2B century, and marketers will be the ones to lead it
Peter WeinbergThe history of marketing is synonymous with consumer brands, but now B2B is the key driver of economic growth and it will be marketers who build those businesses.
How to get the most from apprentices in year one
Daryl FieldingApprenticeships are a great way to encourage talent from diverse backgrounds into marketing, but the first year can be challenging for them and your brand unless you plan ahead.
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The best way to make your brand vulnerable to private label is to commodify it
Mark RitsonAs money gets tight the popularity of supermarket own labels will only increase, so the single most effective thing any marketer can do to protect their brand is build it.
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Crown Paints’ ‘Hannah and Dave’ ad may be sexist, but it’s also salient
Mark RitsonWhile some found offence in the ad, perhaps justifiably, what’s certain is that the controversy will boost brand recognition and, ultimately, sales.
New media platforms shouldn’t play by old media rules
Mark RitsonData suggests creating assets specifically for each channel is more effective than repurposing them, so podcasts and streaming platforms shouldn’t look to radio and TV for their ad formats.
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For a true view of the consumer, get them to talk like themselves
Helen EdwardsUnfiltered, unfettered conversations among real people reveal their values and priorities, so make your focus groups more spontaneous and less controlled.
Try, try again – especially if you think you got it right first time
Helen EdwardsToo much marketing feels like the product of a workshop settling too quickly on a solution. Instead, iterate your ideas and push yourself to do better.
Emotions are contagious: Don’t let fear be your team’s underlying emotional current
Helen EdwardsThe way marketing leaders behave directly influences their team. Positive CMOs are more likely to get their teams to deliver positive outcomes – and the same is true at the other end of the scale.
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.
When it comes to marketing payback, words matter just as much as numbers
Grace KiteFrom ROI to cost per acquisition, the terminology used to describe marketing can often be confusing, even to the smartest of people. It’s time for some much needed clarity.
Advertisers need to get over their fear of commitment
Grace KiteMarketers are getting in their own way by being afraid to financially commit to their campaigns. New data shows ROI is generally higher when advertisers spend more – that is, until they spend too much.
Algorithms are powerful new agents of double jeopardy
Grace KiteThe algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.