The benefits of brands being more human
One-to-one personalisation of marketing is now becoming a reality, but brands still have some way to go to appear truly human, starting with getting the context of their communications right.
One-to-one personalisation of marketing is now becoming a reality, but brands still have some way to go to appear truly human, starting with getting the context of their communications right.
Masquerading as a tech firm has done no favours for WeWork, neither have its premature brand extensions and over-inflated view of its own self-importance.
McDonald’s unflashy but effective marketing has been overshadowed by rival Burger King’s attention-grabbing stunts, but it’s the former we should celebrate.
While the old rules still apply, there are seven characteristics successful brands display – from making time for strategy to simple KPIs and strong leadership.
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 new research revealing the key skills B2B marketers feel they are lacking to John Lewis reviving its ‘Never Knowingly Undersold’ price promise, it’s been a busy week. Here is my take.
Dentsu research into B2B buyers finds that brand building is becoming increasingly crucial to win contracts in the B2B world.
Marketing and finance are often portrayed as adversaries, but having worked in both agencies and as an investment analyst, Martin Deboo argues marketers are misguided in how they attempt to build understanding with finance.
An investigation by the CMA has provisionally found that Google’s market dominance and “self-preference” could harm thousands of UK publishers and advertisers.