Cause-led marketing could backfire on brands but it’s marketers who are responsible for pushing it too far
Helen EdwardsThe political activists targeting Gail’s have taken a leaf out of modern marketing’s book.
The political activists targeting Gail’s have taken a leaf out of modern marketing’s book.
In an excerpt from their book, Tim Hoskins and Brett Townsend explore the development of qual research and why it shouldn’t be a choice between System 1 and System 2.
Karl Lagerfeld is an oddly low-rent brand that belies the designer’s influence, perhaps because he earned his reputation in service of much bigger brands.
Restructuring shouldn’t always be seen as a negative – it can be used as an opportunity to address fundamental issues and reset the position of marketing in the organisation.
In the first of a new series, Ogilvy UK’s Dan Bennett shares his first three secrets to thinking like a behavioural scientist, from keeping context top of mind to not always doing what the customer wants.
Marketers and sales execs blithely experimenting with genAI risk repeating CRM mistakes of the past, where companies lost potentially valuable data capture opportunities.
Understanding your brand’s history and heritage is essential to successful brand management. Take your cue from your Latin marketing peers and respect the past in order to build for the future.
With the right athlete tie-up and creative content strategy, smaller brands are punching above their weight to stand out amongst high profile official sponsors.
B2B purchases are made by groups of ‘target’ and ‘hidden’ buyers. Brands need to be known by all of them, and suited to the context in which they make their decisions.
Three things to remember as you go on holiday this year, but most of all, how important it is to take a break from it all now and again.
Marketing’s most overlooked asset is the data already sitting in research studies, so take time to dig them out and review what you already know.
Understanding the six ways in which financial value is created can help marketers unlock bigger budgets.
How you spend the biggest part of your marketing budget depends on your brand and audience, but there are a few things all brands should pay attention to.
It’s typical that marketers fawn over a brand built through promotion and packaging, when they ought to focus on their role in improving the thing they sell.
Data shows ads with LGBTQ+ representation perform the same as those without, which means brands can be inclusive just because it’s the right thing to do.
With inflation falling, brands that have used clever pricing to drive profits will need more restraint to avoid new entrants undercutting them at lower margins.
It’s difficult to boil down broad issues into a few words, but the best slogans offer promise while letting the public form their own interpretation.
While many are in favour of collaboration and consensus over command and control when it comes to leadership, there are some serious watch-outs to consider.
Follow British Airways’ example: for every new ad you make, identify at least one customer experience improvement to go with it.
The moment is approaching when B2B brands realise they need to invest more in brand than performance. Just look at these examples for inspiration.
Many are talking of the ways AI will rip up the rulebook on creativity, but for B2B the biggest disruption AI will cause is to diagnosis.
For B2B firms, investing in brand marketing is the best bet in good times, and it’s an even better bet in bad times when the pool of current buyers shrinks from 5% to 1%.
Marketers who ignore media channels with high ROI but little buzz could be doing themselves – and their function – a disservice.
See the cookie apocalypse as an opportunity to ditch flawed forms of measurement in a quest for greater accuracy.
Ideas generation is a job for people, not data. But when data is paired with good ideas it can be powerful.
Yes, Labour won the election, but there is much more the party could have done to engage and mobilise female voters, something it will need to address in future.
Despite all the noise brands are making around women’s sport, too few are putting their money where their mouth is and really backing female athletes and teams.
Work must be done to clean up the bias in data that is fed into many AI tools or the industry risks going backwards.
Research into customer service shows that ending on a positive note matters more than the experience overall – and is something marketers should consider when tailoring their customer journey.
From the choice of hot coral for its visual identity to the decision to limit access at launch, tapping into behavioural science has helped Monzo attain profitability.
When people feel positive, they are positive about advertising, so brands should be targeting – or, better yet, creating – moments of happiness and relaxation.
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