Why brands should put telling truths at the heart of their marketingLeonie Roderick
Whether you’re a challenger brand or facing a cynical British public, truthful messaging should always be at the heart of your customer communications, according to marketers from Macmillan, TSB and EDF.
‘Apple Music has bland advertising and is playing it safe’ says DeezerThomas Hobbs
As it launches its first ever UK TV campaign, French music streaming brand Deezer says the “bland advertising” at its rival Apple Music plays into its hands and allows its new campaign to be disruptive.
Gant moves away from ‘scattered’ brand image and returns to its roots with global rebrandLeonie Roderick
Gant is hoping to make an emotional connection with consumers by going back to its American Ivy League roots as part of a global rebrand.
Ebay UK promotes CMO to general manager roleNiamh Carroll
Eve Williams says her focus in her new general management role will be ‘delivering for customers’, aided by her marketing background.
‘Accept that you’ve never sussed it’ – marketers on the challenge and opportunity of measuring effectivenessMolly Innes
The second event in the Festival of Marketing’s Currency of Effectiveness series discussed how marketers can get buy-in from their brands to effectively measure impact, and why a fear of being held accountable could be putting marketers off pursuing meaningful measures.
How brands can overcome the confidence gap in marketing effectivenessRichard McLeod
Recessions often lead brands to retrench into short-term tactics and performance media, but there’s now more data than ever to inform the most effective plan for your market.
Why are marketing strategy and brand management undervalued by businesses?Molly Innes
From focusing on the short term and worrying about a recession to not defining brand management, why do marketers think their businesses are undervaluing skills that focus on the long term?