Customer loyalty: a beginner’s guide to brand communities
In light of COVID-19, many marketers have changed how they interact with consumers by leading their communications with empathy. In fact, in our recent survey, a staggering [...]
Brands
ROI vs Awareness: Influencer marketing’s billion dollar question
As we’ve entered a brand-new decade of influencer marketing, things are changing. And rather swiftly at that. With 63% of marketers intending to increase their [...]
Modern brand building: how to build a successful brand and deliver returns, with less
As 44% of CMOs take on the challenge of budget cuts, as a direct result of the COVID-19 pandemic, a modern approach to brand building is needed. At its core, this approach [...]
Saving the world and saving money: How brands can be green and still appeal to price conscious parents
Watching the news, it’s easy to forget that in many ways we live in enlightened times. Increasingly, we do actually care about the future of our planet and our collective [...]
Brand Architecture: 5 tips for rationalising your portfolio in 2021
Brand Architecture, often a misunderstood term, is the organisation of brands, services and products for customers. Typically, there are three architecture approaches that [...]
Idris Elba unites with creative industry leaders to find UK’s best new voiceover artist
Voiceover Scout, a nationwide talent search, has launched to find new, exciting, different, diverse and distinctive voices who fancy their chances of becoming commercial [...]
Innocent Drinks launches 2020 Big Knit Campaign for Age UK
For its 18th year, the Big Knit Campaign has requested the knitting population of the UK to knit tiny hats for innocent drinks, with the brand donating 25p to Age UK for [...]
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” [...]
2020’s must-see Christmas adverts
It’s fair to say this year has been a difficult one for most; however, with the season of joy fast approaching, Christmas advertisements have woven their way onto our [...]
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 [...]