Channel 4’s research claiming consumers want purpose-driven ads is the latest flimsy attempt to bolster a morally bankrupt concept that simply covers over corporate indiscretions.
Lush has only alienated consumers with its poorly judged #Spycops campaign, which has nothing to do with the brand as well as being of no benefit to society.
Pret A Manger has built a brand positioning based on serving natural food, yet the E numbers in its bread clearly undermine that, so it has to decide whether to change its processes or its advertising.
After dispensing with chief creative officer Christopher Bailey, new Burberry CEO Marco Gobbetti wants to take the brand upscale, but it goes against its history and traditions.
To succeed professionally you need to be known by your audience and stand out from your competition, but ‘personal branding’ is not a real discipline and if you position yourself to fill a niche you’ll come across as a fraud.
The ASA’s research into harmful gender stereotypes is spot-on, but why do marketers believe lumping millennials together as one makes any more sense?
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.
Catch up with all this week’s major marketing news including a joint BT and EE marketing strategy, Greenpeace’s ‘Rang-tan’ campaign and the government investigation into influencer marketing.
New research from YouGov shows that connected home devices still have barriers to overcome to convince consumers to buy.
When Spotify’s brand chief joined five years ago the plan wasn’t to build an in-house creative function; she now manages a team of 90 but still believes external perspectives are crucial.
Marketing Week Explores: With many young people thinking about their futures today as they collect their A-level results, we discuss the opportunities for any budding marketers looking to enter the industry and whether or not FMCG still offers the best learning ground.
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