Recommended reading: Confusion culture and meeting consumers’ ‘raw needs’
Matthew ValentineMarketing Week reviews the latest books and blogs for marketers.
In-depth features, interviews and insights into marketing’s biggest issues.
Marketing Week reviews the latest books and blogs for marketers.
Ryanair is shifting its brand positioning to focus on low fares and low emissions as it looks to get people thinking about airlines’ environmental credentials.
With Christmas ad season well and truly under way, the Marketing Week team picks their Christmas crackers and turkeys among this year’s feast.
As Giffgaff reaches its 10th anniversary the mobile network is thinking about how to more clearly communicate its purpose, particularly as its points of difference become less distinctive.
Return on investment is the metric of choice for many marketers looking to define the success, or failure, of their latest campaign. But what if a focus on short-term gains is jeopardising the potential for future growth?
Premier Foods is hoping to fuel its next stage of growth by creating two new roles – CMO and chief customer officer – to get marketing and sales working closer together.
After brands’ more ‘real’, product-focused approach to Christmas last year they have switched back to emotional advertising; but there are as many winners as losers in the brand-building game.
In the latest edition of the Marketing Week Explores podcast, we discuss the brand reputational woes for Unilever following Dollar Shave Club’s appearance on pornography site Pornhub and debate the true value of NPS.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.
Econometrics is increasingly being used by major brands to measure the effectiveness of their spend, with supporters claiming it has stopped marketing being seen as a cost. But are marketers taking its use too far without considering its shortcomings?
To realise the power of analytics, you need to be willing to change your preconceptions.
The German retailer has seen off strong competition from Walkers, Amazon, John Lewis and Waitrose, and Tesco to take this year’s coveted title.
After introducing NPS to its services business, Benefit has been able to map the success of its customer experience and drive this agenda up to the C-suite.
Story of My CV: Always on the look-out for the next challenge, Katie Evans developed a love for the fast-paced world of FMCG that took her from Heinz to Krispy Kreme to Burger King, with a brief spell launching her own fashion business.
As attitudes change, brands old and new are changing the way they measure corporate success, with non-financial KPIs becoming an increasingly important part of the mix.