The global success of Pikachu in augmented reality-form presents a massive opportunity for marketers.
Like Cabbage Patch Kids, the Rubik’s Cube and the Tamagotchi, Pokémon Go is a fad destined to burn out quickly, but that doesn’t stop clueless marketers abandoning their brand positioning in favour of luring any teenage boy with a smartphone.
McDonald’s was the first brand to advertise on Pokémon Go and says the tie-up is part of its strategy to ensure it is involved with innovative and new marketing platforms.
In the first of a new series looking at brand-building best practice in B2B, we speak to CMOs at companies including KPMG, QuickBooks and RS Group about brand diagnosis and positioning.
CMOs from Channel 4, Chelsea Football Club and Octopus Energy discuss the trends impacting marketing’s top job, from reputational control to growth and tenure.
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 rise of Liquid Death in a cluttered category to the level of marketing team restructures, it’s been a busy week. Here is my take.
P&G is aiming to build its brands and the categories in which they operate through meaningful innovation, CEO Jon Moeller says.