Established brands stand to learn a lot from disruptive startups but in order to gain maximum value from any relationship they need to embrace innovation, think differently, fail fast and iterate quickly.
With Tesco announcing it will no longer look to sell Dunnhumby, the data giant behind its Clubcard loyalty programme, the supermarket brand is convinced it can create added value from ‘the asset’. Experts, however, insist that Dunnhumby and Clubcard must now evolve in order to remain relevant.
Facebook is partnering with the brains behind Tesco Clubcard, Dunnhumby, as it looks to show the impact advertising on the social network has on sales and increase its credibility among marketers by giving them the data to prove ROI.
The most successful startups aren’t shy about being forward, but their branding has to be immediately arresting and recognisable despite the lack of heritage and history. So what design tricks do startups use and what can established brands learn from them?
The retailer turns to its archive for inspiration for its largest marketing campaign to date, celebrating the return of the ‘Never Knowingly Undersold’ price pledge.
Brands in emerging categories often have to be disruptive in how they approach product, price and place to create value in unchartered territory.
Attention is key to understanding the effectiveness of media and creative, but we need a standardised definition and methods for measuring it.
With concerns over brand safety on social media and in programmatic advertising re-emerging, are brands, platforms or third parties responsible?