Using auction technology to improve your brand marketing
Auctions aren’t simply about selling – they can also contribute significantly to brand-building. This is because customers do not just purchase goods when they engage [...]
Brand Management
The shocking reality of corporate levels of diversity and equality is a brand crisis
If you had to summarise current corporate commitments to diversity and equality, it might boil down to this: all talk, no action. That’s the conclusion I began to form when [...]
How to debunk the myths surrounding your misunderstood product
Marketing a controversial or misunderstood product can certainly be challenging. Inaccurate stigmas prevent your target audience from truly understanding the services and/or [...]
Why brand expression is the most powerful tool in the box
Unlocking the key to brand expression has become an integral part of the digital solution. By applying Human Understanding through mapping behaviours, voice, personality and [...]
Brand activism: what are the key principles and how can you get it right?
In October, outdoor clothing brand Patagonia took a bold, activist position as campaigning ramped up for the presidential election. The strapline “Vote the a**holes out” [...]
Jefferson Slack, BWT Racing Point F1 Team: Marketing in the F1 ‘bubble’ and rebranding as Aston Martin
You recently joined BWT Racing Point F1 Team as managing director – commercial and marketing, which is a new role for the company. What will your main objectives be and [...]
Tips to help business professionals with remote leadership anxieties
It’s a difficult time to be navigating the complex world of business. Whilst adapting to new ways of working remotely, a practice which looks to become the new norm, [...]
It’s time for brands to finally make a clear move to DCO
One of the biggest misunderstandings about digital advertising is the widespread perception that everyone hates the intrusive nature of it. Life in lockdown has proved this [...]
Misinformation during pandemic could be “the difference between life and death”
Brand management company Yext reently hosted a virtual event on misinformation, featuring actress Gillian Anderson. The chief data officer for Yext, Christian Ward, began [...]
UK brands see substantial loss in value
This year has seen a substantial fall in the value of UK brands, which could disappear completely from the list of top 100 global brands within three years. The annual BrandZ [...]