Philips is launching a UK marketing campaign that it hopes will make consumers reassess the brand for the innovative products it produces now rather than linking it with sectors it no longer operates in.
Spotify is launching a “seven figure” brand campaign – its biggest yet in the UK – as it looks to change tack from previous product feature-led messaging and communicate how the streaming service plays a role in people’s lives.
I had a very interesting experience recently – being a customer! Whilst marketers invest millions in market research, there is nothing quite like putting your feet in the shoes of those that you spend your life seeking to influence.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Speaking at the Festival of Marketing, Lego’s marketing director Mark Blackburn said most brands will be able to identify “significant barriers” to true customer centricity.
The Covid crisis has flattened corporate hierarchies and bridged the generation gap between marketers with decades’ worth of experience and those just starting out, according to customer director Martin George.
Sports Direct’s brand health is at a low point after the pandemic, but CMO Beckie Stanion has a plan to turn around brand perceptions with large scale campaigns and a focus on sports accessibility.