From hero to zero: Why loss of trust is so damaging for premium brands
Harry LangBrands that consumers place on a pedestal have a long way to fall, so it’s crucial to keep living up to the high expectations they set.
Harry Lang
When will sponsors realise they can’t win at the Qatar World Cup?
Harry LangFIFA partners such as Coca-Cola, Visa and Adidas should have taken themselves out of the game, rather than sanitise the image of a tainted tournament.
The influencer epidemic: How social stardom became marketing’s most exciting commodity
Harry LangOver half a billon people are watching esports, while today’s social celebrities command audiences of millions that put Hollywood stars in the shade.
Brand yoga: How to be flexible and pivot in the face of recession
Harry LangThere are endless examples of brands that have switched to new business models through circumstance or necessity. The key is to do it on your own terms.
How to navigate from the Great Resignation through the Massive Redundancy
Harry LangInflation and a likely recession will undoubtedly drive waves of redundancies this year. If it happens to you, here are 10 tips for getting back on your feet.
A guide to risk versus reward for brands on social
Harry LangWith Duolingo the latest brand under fire for a social gaff, how can brands allow their social media teams the freedom to entertain without risking a PR disaster?
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Why some marketing is almost always better than no marketing
Harry LangMarketing Week columnist Harry Lang shares an excerpt from his recently published book, Brands, Bandwagons & Bullshit, a guidebook for young professionals embarking on careers in marketing, advertising, PR and media.
How ‘vice’ industries have worked their way back into public favour
Harry LangHow have alcohol and fast food brands made themselves respectable? By behaving better and marketing more ethically for a start.
Six predictions for a Christmas ad season to forget
Harry LangThe lockdown period sparked a glut of unoriginal ads, and with the nation’s mood unclear in the run-up to Christmas, we can expect more misguided efforts.
It’s the beginning of the end of the travel industry’s golden age
Harry LangVirgin Atlantic filing for chapter 15 bankruptcy protection might signal a turning point in how we travel – and how airline brands make money.
Treat Covid-19 as your chance to ‘pivot’
Harry LangLockdown has been the mother of invention for those wanting to shift their marketing careers – or themselves.
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Esports is a huge but immature industry that needs to grow up fast
Harry LangComputer gaming could soon be the world’s most popular spectator sport, but to ensure sustainable growth and brand-safe sponsorship opportunities, it needs to tackle grey areas around gambling.
Worried graduates should still choose a marketing career
Harry LangGraduates across the UK face uncertainty over their degrees and career prospects in numerous sectors, yet marketing remains a solid vocation.
Industries need to innovate to survive the coronavirus lockdown
Harry LangWhere possible, marketers should take a leaf out of the betting industry’s book, taking advantage of new virtual events and online markets, as coronavirus lays waste to business as usual.
Amazon proves consumers are choosing easy over ethical
Harry LangFor all the talk of conscious consumerism, Amazon’s market dominance continues apace despite its low tax bill and its excessive packaging.