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Personalisation and BrewDog’s brand health: Your Marketing Week
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From the success of Pets at Home’s micro-targeting efforts to the development of Britvic’s “centre of excellence”, it’s been a busy week. Here is my take.
Pet projects
Sometimes it seems marketers got together en masse 10 years ago and decided the future success of marketing will be dependent on a handful of things. At risk of applying deep state conspiracy theories to marketing, there’s a general acceptance that certain things will define success – millennials wanting brands with purpose, customer experience being the key differentiator and the funnel being dead.
