American marketers have an exquisite dilemma: should they stand against President Trump’s policies and risk alienating half their market, or stay impartial and weaken their brand values?
As my DNA kit Christmas present demonstrates, heritage has a bigger role than most marketers imagine in defining how you should position yourself.
This is the touching story of the world’s first Michelin-starred street food chef, who in spite of his three-hour queues has hopelessly failed to grasp the concept of supply and demand.
The stunning success of Donald Trump’s earned media strategy proves that social media and content marketing work when brands are willing to take risks.
You will recall the rather sad story of Abercrombie & Fitch. The once all-powerful fashion retailer declined as a result of ageing customers, bizarre management edicts and over exposure. The company has endured 11 consecutive quarters of declining sales and, in perhaps the most painful blow yet, recently recorded the lowest ever score on the annual […]
Apple CEO Tim Cook has gone to war with the US Government over his refusal to help the FBI decrypt a terrorist’s iPhone. In a break from the norm, I’ve decided to be controversial (for me at least) by sitting on the fence and arguing for both sides of the marketing coin when it comes to Cook’s stance.
Brand purpose, content marketing and the belief that millennials are looking for ‘more than just a brand’ are leading to brand managers creating brand visions that have nothing to do with their actual product or consumer.
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Google is looking to reposition itself. That was the key takeaway from an interview the company’s co-founder and chief executive Larry Page gave to the Financial Times last week.
Former British Prime Minister Harold Macmillan was once asked what was the hardest thing about running the country. “Events dear boy, events,” was his famous (and perhaps apocryphal) response.
Too many endorsements spread across products where Beckham lacks expertise will gradually dilute and undermine his long term branding potential.
Last week Kingsmill launched its Great White loaf. It is a genuinely innovative product because despite its white bread status, the new loaf claims to have as much fibre as its wholemeal competitors.
You’ll remember that just over a year ago Barclays embarked on the latest in a long line of brand transformations. After a raft of scandals engulfed the bank, new chief executive officer Antony Jenkins and branding boss David Wheldon went on a media offensive in every sense of the word.
Pride In London will team up with Channel 4 to launch the TV campaign as both look to mark the 50 years since Parliament first voted to start legalising homosexuality.
Plus Fox follows YouTube with six-second ad format, Comcast brings blockchain technology to TV advertisers.
Antonio Lucio believes marketing must be about building the business, not just the brand, if it wants a seat at the top table.
Increasing dwell time is not the platform’s goal, according to president Tim Kendall, who instead wants to help people achieve their objective with the “least amount of friction”.
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