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Read now:65% of marketers fail to meet basic knowledge benchmark, reveals Ipsos study
In a landmark study from Ipsos, trained marketers outshine their self-taught counterparts in every category
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Read now:“How to build better agency partnerships” – according to experts on both sides
From CMOs to agency consultants, marketing leaders on both sides of the fence share their view on getting the best out of client-agency partnerships
Nike’s turnaround has begun – but it will take a long time
Nike has triumphantly returned to its roots, focusing on sport while overinvesting in ...
What are category entry points?
Category entry points (CEPs) focus on the buyer – not the brand. But marketers can ...
Jaguar has rebranded when it needed to revitalise
Jaguar’s bizarre new campaign marks a complete overhaul of its positioning, when instead ...
Want a brand fit for the future? Understand its past
Understanding your brand’s history and heritage is essential to successful brand ...
Brand diagnosis is the brand manager’s first job, so prioritise it
Marketers have lost sight of proper research into what drives brand successes and ...
Films no longer have sequels, they have sub-brands and franchises
What a Netflix whodunnit tells us about brand architecture, following a last-minute ...
Look at your brand from the customer’s perspective, not the other way round
Responses to the Queen’s death show marketers think brands have a place in consumers’ ...
For Omega and Swatch, the rewards of co-branding could be astronomical
Far from cannibalising Omega’s luxury sales, the collaboration with Swatch on the £200 ...
If your distinctive brand assets are exclusively visual it’s time to come to your (other) senses
Visual cues are all very well but don’t forget the other four senses when developing ...
