In-depth features, interviews and insights into marketing’s biggest issues.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From overcoming the division between brand and performance to Giffgaff’s vision for a fully flexible future, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Describing itself as a “conscience-led organisation”, Adidas wants to use its position in football culture to help Common Goal achieve “meaningful action”.
Even if John Lewis cocks up in its bid to rent homes to the masses, the blowback on its department store business will be limited – even non-existent – thanks to the magic of brand extension.
In the latest episode of Marketing Week’s podcast series, Giffgaff CEO Ash Schofield reflects on the “culture defining moment” of lockdown and the mobile network’s decision to offer employees full autonomy over their working lives.
GSK’s global consumer health CMO says the introduction of its ‘Brands with Humanity’ positioning is already having an impact as it looks to close the gap between selling products and solving consumer problems.
From taking a goals-focused approach and embracing next gen AI, to walking the line between privacy and relevancy, there are key tactics marketers should adopt if they want to become smart leaders.
It’s time for brands to recognise that they can’t deliver a great customer experience without a great employee experience, as attendees at an exclusive CX50 virtual roundtable discussed.
The increased importance of experience in driving brand equity has emerged as one of the big takeaways from this year’s Kantar BrandZ analysis of the world’s most valuable companies.
CMO Gareth Jones and senior director of customer acquisition Adam Cartlidge explain how Farfetch has held its own in this competitive category.
Meaningful interactions that drive customer engagement are only possible when marketing is driven by real-time insights.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the value of being an outsider to the story of how the England football team got its first sponsor, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
Gap’s brand has lost value and shine culminating in the closure of all its UK stores but experts say it is not beyond rescue.
As former marketer Fiona Dawson prepares to retire from Mars after 33 years, she advises marketers to know where their strengths and weaknesses lie and to stop chasing perfection as it will only hinder progress.
Marketing director Ross Farquhar says planning and preparation helped the mochi ice cream brand take advantage of sudden social fame.
Once purely transactional and often guilty of establishing a ‘professional distance’ with customers, today B2B brands are thriving by showing a more human side.