Like raising children, planning too far ahead and relying on theory can be a futile exercise for marketers when faced with so many future unknowns. We should adapt to what we find works, not to change but to improve.
The question of remote working is nuanced, with evidence for and against, and unique reasons why particular companies and individuals could benefit or suffer. We should acknowledge there’s no one-size-fits-all answer.
In contrast to fields such as law, few marketing terms have agreed definitions, which prevents accountability. We need to focus more on the effectiveness of marketing’s language.
In the first of a three-part look at the changing nature of ecommerce, James Hankins and JP Castlin explore why, right now, brands need to focus on optimising the final mile in order to succeed.
Procter & Gamble’s chief brand officer has asked his marketers to behave like they’re running startup brands, which is unrealistic given 95% of startups fail.
Burger King’s woefully misjudged International Women’s Day ad has rightly received plenty of flak, but how did it even make it past the discussion stage?
It is not a failure to change a strategy when unexpected outcomes reveal a better approach, but neither can you let external forces dictate every decision.
There may not be much we can learn about branding from Trump or strategy from Biden, but the US election has made one thing very clear: marketers need to come to terms with who some of their customers are.
In the finance world, creating value means generating cash flows that exceed the cost of capital, so this is how marketers need to frame their internal communications.
The economics of agencies mean they often have to hire a large group of juniors to work on the cheap but they should start putting a premium on experience, even within digital.
Marketers seem to believe that Diageo’s acquisition of Aviation Gin provides a blueprint for how to grow a spirits brand but it would be better if they focused on what makes their brand practical and unique.
All too often brands are obsessed with what makes people different rather than looking for traits and behaviours they share.
It’s easy to paint business advice in black and white, but the nuances of each business mean each has a unique decision to make on whether to spend or save.
By now, I am sure you have seen the argument. Perhaps it was accompanied by a reference to a study, maybe even some statistics. “Companies that invest in brand-building advertising during times of economic crisis come out of them in better shape than those that don’t.” Something like that. What you may not know, particularly […]
Diversity is not about a brand purpose that taps into a temporary zeitgeist but about improving the odds of strategic success and winning in the marketplace.