Brands often talk about being customer-centric but in reality, most businesses are still not set up with customers at their core. Simply installing a chief customer officer and hoping the rest will fall into place will not cut it in 2019.
Brands must make plans, and contingency plans, to ensure they are ready for Brexit and in a position to act on whatever sequence of events actually comes about.
Could 2019 be the year the agency model finally gets a 21st-century update?
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 Premier Foods’ long-term marketing strategy to Volvo’s plan to move sales entirely online, it’s been a busy week. Here is my take.
Describing culture as the “core of its transformation”, Marks & Spencer sees its new alumni network as not just a way to reunite old colleagues, but as a handy tool for planning and strategy.
Boards have become detached from the reality of their customers. More outsiders willing to ask the big, awkward questions should be brought in – the voices of the future, the customer and of those who see things differently are needed.
The Premier Foods-owned brand is returning to TV after a five-year break with a campaign aimed at attracting younger consumers without alienating its core audience of over-45s.