By discounting for the first time, Tesla is not only starting an electric vehicle price war, it is communicating its weakness to existing and future customers.
Marketers are prone to impostor syndrome, but solid training and a more realistic view of your peers’ achievements will show your worries are unfounded.
Brands that continue to do business in Russia deserve no platform in our industry, our columnist argues.
Despite dire predictions of Covid-driven decline for some sectors and exponential growth for others, we’re largely where we would have been if it had never happened.
The asymmetry between millions of available songs and the five companies dominating streaming means no artist can put Spotify in a corner.
Dorsey’s contention that founder-led businesses are overhyped doesn’t hold water. The right founder offers huge marketing advantage – that just wasn’t him.
Listening is a key attribute of high-performing marketers, alongside empathy, curiosity and an ability to make even the complex look simple, says Mark Ritson.
Mark Ritson called on the industry to help him compile a list of quotes from a diverse selection of marketers who better reflect the “powerful” and “brilliant” talent of today.
For all Amazon’s innovation and invention, it is the world’s most valuable brand principally because its founder Jeff Bezos got to know his customers.
Brands can’t expect customers to behave generously, or even reasonably, to save them from the Covid crisis. They must accept their situation with humility and find new ways to offer value to their markets.
Tesla’s founder has successfully built a brand by shunning ads – but they convince the mass market to pay a premium, and would deliver the profit margin boost the company sorely needs.
Brands that profess to support racial justice on social media without a single black board member aren’t helping the cause, they’re just being hypocrites.
Predictions of fundamental change after Covid-19 are driven by the biased perspectives of those making them – in reality, most things will go back to how they were.
Marketers deal with crises through communications, but it is through product, price and distribution that we can make most difference to customers and keep the economy moving.
The coronavirus crisis will test us all, but marketers need to think long-term and keep building their brands, protecting their staff and honouring their values.