After a successful and lucrative partnership on vodka brand Ciroc spanning more than 15 years, Sean Combs filed a law suit against Diageo this week, accusing the business of racism and neglect. Whatever the outcome, it looks like the end of the relationship.
The basics of marketing are available to us all, no matter the size of the business.
The line between real ads and copycats is being deliberately blurred, argues Gymbox’s brand and marketing director Rory McEntee.
Far from being beneficial, the retailer’s perceived status a British institution limits its ambition – just look at what Britishness stands for today.
When it comes to estimating the values and aspirations of mainstream audiences, marketers based outside London get it just as wrong as marketers based in the capital.
Those who spend more and buy your brand more often have unparalleled insight into what makes it special – and into what appeals to new customers too.
Share of search volume tackles organic search as a marketing channel and provides four valuable pieces of information to determine SEO strategies.
An endorsement by trans TikTok star Dylan Mulvaney promoted the beer’s inclusivity, but the divided American market shows why purpose doesn’t equal profit.
Getting the top job in marketing is no guarantee of success. Understanding how to influence, educate and lead the leadership once you’re there is vital, so communication and transparency are key.
Businesses looking to better target women should pay attention to three key areas where disruptive brands excel.
Mars Petcare’s European marketing director explains how to follow the company’s lead in demonstrating marketing’s business and financial contribution.
After a short sabbatical to launch this year’s Mini MBA, our trusty marketing columnist returns to talk targeting, and why this ancient topic is one of the biggest challenges most marketers now face. Not despite the industry’s new-found love for mass marketing, but because of it.
Making mistakes is no bad thing. Learning from them is what will make you a better marketer.
Marketing is inherently neither good nor bad, but as the general public often remind us, we should always question its purpose and how we use it.
Legacy brands can be sustainable too – indeed the biggest companies can make the biggest difference – but it requires focus on credible, relevant changes.