Why marketers need more input to ensure the price is right
Matthew ValentineConsumers rethink what value means in times of crisis. Do marketers need to be more involved when brands do the same?
Asos: Being open and transparent is key to building brand trust
Sarah VizardAsos believes the Covid-19 pandemic and supply chain allegations at rival Boohoo make clear and transparent communication more important than ever.
Junk food promotions to be banned in healthy eating drive
Sarah VizardThe government is considering banning junk food promotions and ‘guilt’ aisles, but it appears a ban on junk food ads is not part of the plan to tackle obesity.
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Take Tesco’s lead, prepare for a recession that will dwarf the financial crash
Mark RitsonForget ‘U’s and ‘V’s, this recession will be F-shaped, and Tesco knows from the financial crash that all most brands and retailers can do is minimise their losses.
Why brands should stay true to premium price models
Matt BarkerCompanies should think twice about heavy discounting and seek to maintain a premium price strategy if they want to build brand equity as recession bites.
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Marketers need journalism to survive so let’s fix the print model
Mimi TurnerIt would be a big mistake for marketers to condemn print media to the dustbin of history, but at this time of crisis publishers must innovate to offer a product people want at a price they will pay.
Brands that treat customers unfairly during the coronavirus crisis will be punished
Richard ShottonBrands that are tempted to raise prices during this time of scarcity are likely to be punished by consumers afterwards, as experiments show they don’t tolerate those who take unfair advantage of market power.