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.
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.
The UK’s major broadcasters have produced what they claim is the most robust research around broadcaster video-on-demand to date, as they look to woo agencies and planners.
Catch up on all this week’s marketing news including change at the top of M&S and WPP, and how a former Red Bull marketer is trying to change perceptions of the energy drink market.
The decision to split responsibility for marketing into the two strands of its business might seem like a step backward for a retailer with such a strong brand, but it should enable it to move faster and focus more on what matters to customers.
The FMCG giant wants to sure it is reaching the right people at the right time as it looks to fight off growing challenges from ecommerce, own-label brands and digital disruptors.
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