Look at your brand from the customer’s perspective, not the other way round
Mark RitsonResponses to the Queen’s death show marketers think brands have a place in consumers’ lives. You’ll be more effective if you recognise their insignificance.
Responses to the Queen’s death show marketers think brands have a place in consumers’ lives. You’ll be more effective if you recognise their insignificance.
The grocer hopes by adopting a “more confident” tone of voice it can dial up its appeal among consumers looking for quality products amid the cost of living crunch.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Brands need to deliver distinctive and diverse personalised offers, research shows, and that means having integrated systems that offer a 360-degree view of the customer.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Are senior stakeholders receiving effectiveness results, or are they out of the loop when it comes to the success of marketing activity?
The support of colleagues past and present has led Taj Alavi through a career of mammoth brands, including Instagram, Uber and Spotify.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From brands marking the Queen’s death to the need for socio-economic diversity in marketing, it’s been a busy week. Here is my take.
Patagonia has shown it is possible to grow a successful business with purpose at its core. It’s time other brands took a long hard look at how they run their company.
Marketers are still fixated on the notion that purpose drives growth, when the whole point is that for most brands it will cost money and require sacrifice. Just look at Patagonia.
Should marketers take greater accountability when it comes to clearly conveying the difference between marketing and advertising effectiveness to the wider business?
Many of the UK’s biggest retailers will be closing up shop during the Queen’s funeral on Monday but not all brand responses have been well received.
John Lewis & Partners is focusing on affordability as it enters the second half of 2022, ahead of Christmas and the World Cup.
Waitrose is due to unveil its new brand positioning within the next couple of weeks, which the supermarket’s executive director says will be more “confident and bold”.
Rather than going public, Patagonia’s founder Yvon Chouinard says the business is “going purpose” as he gives it away to help combat climate change.