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.
Those questioning the updates to Heinz’s slogan and the British Rail logo miss the salience the brands will gain – but there are rules for playing with brand codes effectively.
The advertising watchdog is taking a stronger position against brands that make misleading claims about their environmental impact and has promised to “go further” to tackle the issue.
Feeling nervous is a good thing as it means marketers are striving to do their best work, while still having the confidence of their convictions, says Marks & Spencer Food marketing director Sharry Cramond.
From signing record deals to heading up marketing at global brands like Coke, Nike and Patagonia, Joy Howard has traded in the corporate world for her own company and the life of a CEO.