Steven Levitt on the ‘Freakonomics’ of connecting with consumers
Steven Levitt, the author of Freakonomics, talks to Marketing Week about the role of data in driving decision making and measuring the value of brand.
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Consistent branding: Don’t mess with it
Mindi ChahalSticking with a strong story pays off for the likes of Nike, even in a multi-channel market.
Luxury brands ‘afraid’ of digital and social
Rosie BakerLuxury brands are “afraid” of digital and social marketing because opening up information about brands to a much wider audience flies in the face of the exclusive nature of luxury brands, according to Markus Kramer, Aston Martin marketing director.
Asda appoints marketing director amid restructure
Rosie BakerAsda has appointed Chris McDonough, former Molson Coors managing director and Muller marketer as marketing director as part of a restructure of its marketing team.
James Bond’s latest repositioning should be a lesson to brands looking to adapt to a new era
Mark RitsonBy unveiling that 007 will be a black woman in the next James Bond movie, the producers of the franchise have learned a lesson all brands should take heed of – brands that want to stay relevant and true to their identity must continue to evolve.
Inside Paddy Power’s campaign to ‘call bullsh*t’ on football shirt sponsorship
Charlotte RogersPaddy Power’s PR boss discusses its Huddersfield Town sponsorship, including the Twitter storm it caused following the launch of a controversial branded sash on the kit and how it was all part of a wider campaign calling time on football shirt sponsorships.
‘Innovative, optimistic, modern’: Vodafone launches major brand refresh
Sarah VizardVodafone is hoping to show a “confident and modern” brand as it launches a new campaign amid the rollout of both its 5G services and new rules that make it easier to switch mobile operator.
Festival of Marketing partners with School of Marketing to encourage young people into the sector
Marketing Week ReportersThe competition for twenty 16-18 year-olds will take place at the Festival on 11 October.