Authenticity should start with marketers not marketing
Laura ChamberlainIf authenticity comes from within, marketers should free themselves from expectations and identify the difference between competencies and skills.
If authenticity comes from within, marketers should free themselves from expectations and identify the difference between competencies and skills.
Most new product launches fail. Here’s how Liquid Death defied expectations and earned a valuation of over $1bn, according to founder Mike Cessario.
B2B brands don’t just need the salience to make it onto buyers’ shortlists, but must also win their confidence during the purchase process.
Not everyone will always like it, but addressing cultural tension with genuine creative tension is the only way to drive real change.
Google owner Alphabet has so far failed to demonstrate its readiness for an AI-driven future, where its mission and established products could become redundant.
It is imperative that marketers and their agencies take a lead on the climate emergency – not just for moral reasons – but for financial ones too.
As consumers adopt AI tools to simplify their tasks, brands need to train both humans and AI to think of them before the alternatives.
Time is the variable that most defines marketing success, because consistent growth is the truest test of a brand and its team.
Tight positioning, a respected brand heritage and refusal to overcomplicate things means when it comes to uniting distinctiveness and differentiation, KitKat has it licked.
The best bits of both brands rub off on each other, while playing with brand codes makes them more salient – but only because they’ve laid decades of groundwork.
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.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Brands’ internal language dehumanises customers and lacks respect, which risks causing costly errors as with NatWest’s treatment of Nigel Farage.
Roe v Wade is not just a US issue, nor can brands assume it doesn’t affect them. Now is the time to stand up for your workers’ and consumers’ rights.
Brands should look first at how their business and people are impacted by social and geopolitical issues, and only speak publicly when their actions are already making a difference.
If brands really are serious about closing the gender pay gap forever, embracing full flexibility – not just hybrid working – would be a good place to start.
When it comes to hiring, skills are less important. Instead focus on mindset, character, attitude and a ‘batteries included’ mentality that means they are up for the challenge and able to get things done.
Marketers see startups as glamorous but are often made scapegoats for their failures. Here’s how to avoid that trap and set yourself up for success.
People imagine working for a startup will make them rich and free them from the shackles of corporate servitude, but the reality is very different. Here’s how to go in with your eyes wide open.
Ideas generation is a job for people, not data. But when data is paired with good ideas it can be powerful.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
The price of TV ads has risen much quicker than the price of other channels over the past few years, while viewing has also declined, meaning it could be time for brands to change the channel.
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