Brands need a new model for path to purchase that better reflects consumers’ buying behaviour. May I present to you the ‘Hankins Hexagon’.
With motivation low, confidence knocked and resilience being tested by the latest lockdown, marketers are being encouraged to seek emotional support and open up about their mental health.
Virgin Media is looking to increase brand equity through the launch of its latest campaign, after it “switched gears” to focus on long-term brand building.
While M&S and Next can see a profitable future in selling third party brands, has John Lewis got its strategy wrong?
Industry leaders express anger at “draconian” and “headline chasing” policy, as government gives green light to online and TV ad ban for HFSS products from 2023.
Long-term columnist and founder of Marketing Week’s Mini MBA in Marketing and Brand Management won for his “authoritative, provocative and riveting” columns.
CMO Sara Bennison believes focusing on outcomes, rather than planning, is the best driver for success.