Make this the year you innovate
Helen EdwardsCompeting priorities will hold you back in this time of budget pressure and economic stagnation, so focus only on creating an offer that meets customer needs.
Competing priorities will hold you back in this time of budget pressure and economic stagnation, so focus only on creating an offer that meets customer needs.
Artificial intelligence is mostly a distraction from marketing fundamentals – unless you convince your market AI makes your brand better than the competition.
New research shows marketers are terrible at briefing agencies. To start putting that right, ask yourself whether your marketing strategy meets these criteria.
Brand strategy is not complicated, it’s just the systematic application of the basics all marketers are taught. Here’s a simple way to be sure you’re taking the right steps – in the right order.
Share of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative.
Forget ‘U’s and ‘V’s, this recession will be F-shaped, and Tesco knows from the financial crash that all most brands and retailers can do is minimise their losses.
Masquerading as a tech firm has done no favours for WeWork, neither have its premature brand extensions and over-inflated view of its own self-importance.
The Guardian is a fine newspaper and should be proud to reverse its losses, but by giving its product away for free it is preventing the news industry profiting from quality journalism.
After probing America’s newest industry four key questions spring to mind: Which will be the big marijuana brands of the future? Why does scale drive ad effectiveness? What day is it? And, why have my legs stopped working?
Gillette’s purpose-driven attempt to revitalise its slogan, ‘The best a man can get’, isn’t just a waste of ad budget but an expensive exercise in destroying its dominant market share.
Direct Line Group’s brand strategy is best-in-class, as evidenced by its IPA Effectiveness Award win last week. Here’s 10 reasons why marketers should sit up and take note.
By opening a new chain of budget stores, Tesco is trying to compete in an arena its business model is unsuited to, and which Aldi has taken decades to perfect.
Instead of reading articles about the latest technological trends, marketers should spend that time on strategic thinking about their brand’s goals.
Google and Facebook, the ‘digital duopoly’, account for 84% of global digital media and are growing while the rest are shrinking. That’s bad for society, but a mandatory break-up looks further away than ever.
Voice search technology such as Amazon’s Alexa threatens to supplant brands with automated purchase decisions in which tech companies, not retailers, own the customer relationship.