It’s time we admit marketing jargon is holding the profession back
Johnny CorbettTechnocratic marketing speak is picking up where supercalifragilisticexpialidocious left off – and it’s not making anyone’s job any easier.
Technocratic marketing speak is picking up where supercalifragilisticexpialidocious left off – and it’s not making anyone’s job any easier.
The ice cream brand and its famed agency achieved one of the great UK product launches 30 years ago. Will they have the same chemistry again?
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.
Brands and agencies are already using GenAI and AI in myriad ways, from segmentation to creative testing, and from media planning to measurement.
There is real clarity in simplicity, but it takes hard work and awareness. Here are three simple approaches marketers can take to achieve that sometimes elusive goal.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Brand birthdays seem like a big deal to marketers, but consumers don’t care and any money spent celebrating them would be better spent elsewhere.
Marketers pay less attention to where ads are seen than their customers do, which is making them indifferent to unsuitable environments.
Executive coaching can give business leaders new understanding of their teams, empowering them while also encouraging them to challenge themselves.
Google’s AI-powered search engine is currently an ‘unknown risk’ but because it is unknown marketers need to plan for the potential outcomes.
The boardroom credibility and influence gained in the last ten years by senior B2B marketing leaders is at risk as belts are tightened – unless the right balance between short- and long-term value creation is found.
Having the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
Heads up, this column is about Christmas ads. If you’ve already seen more analysis than you can bear, look away now. But if you’re a woman with a festive to-do list as long as your arm, you might want to read on.
Adoring packaging with festive touches could result in brands disguising what makes them distinctive, says Ehrenberg-Bass’s Will Caruso.
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.