Marketing

Articles from March 1

Adwatch: Specsavers' Fawlty Car Ad Avoids Celeb Potholes
A curious thing happens when brands use celebrities in their advertising. As viewers, we think less of either the brand or the celebrity. It is rare that their star qualities align and we think better of both. Of course, brands using celebrities,...
Branding Selfdevelopment: Purpose Gets Personal
Maslow's hierarchy of needs has long been the not-so-secret weapon of marketers and brand strategists, but can businesses convincingly make a play to help people achieve its upper tiers of esteem and self-actualisation? Rebecca Coleman examines the...
Centre Stage: Could Sainsbury's Argos Bid Deliver?
Sainsbury's acquisition of Argos might solve the supermarket's problems, but there are questions over how the brands would ultimately come together, says Daniel Farey-Jones. After initial resistance, shareholders in Argos' parent company, Home Retail...
Creativity: Agencies Are Incredible Hothouses of Talent, Drive and Creativity - Which Is Why They Need to Die
Luke Scheybeler is a designer and entrepreneur. He co-founded the sportswear companies Rapha and Tracksmith, and runs the incubator Future Classic Apple, Burberry, Airbnb, Nike, Innocent, Acne, Vice, Rapha. These brands have design at their heart....
Creativity Curated by Luke Scheybeler
- TenSpeed Hero - Resort Collection Chicago's cyclocross-loving brand Tenspeed Hero has decided to be the 'anti-Rapha' of cycling. Born out of a design studio side-project, its Ellsworth Kelly-influenced kits are bold, playful, fun and irreverent,...
Frontline: Up Close and Personal
Social networks can provide brands with a wealth of valuable insight, says Sarah Watson. What does it mean to get personal? Today, it is no longer good enough to broadly segment a customer by age or gender; now they want to be romanced and, most...
I Know
Constable trained at the Guildhall School of Music & Drama. Last year The Stage's Top 100 named him and Dominic Dromgoole, the Globe's artistic director, as the joint seventh-most-influential people working in theatre and the performing arts. ...
I'm Me, Not a Geriatric
What is all this Gen Y, Gen Z, millennials bullsh*t? When Phil Barden called out these latest demographic labels on Twitter recently, it was a welcome reality check. Brains don't change in a decade, was his simple point. Stop wasting your research...
Lessons from Next Generation Power 100
My six tips for young marketers - based on what I've learned so far PETER SPIERS - HEAD OF ADVERTISING AND DESIGN, WILLIAM HILL Next Gen class of 2008 Since being profiled in Power 100: Next Generation, I've been 'on a journey', as they say...
Mind My Mind
The quest for mindshare lies at the heart of marketing, but marketers should take great care when deciding how they want their brand to stick in consumers' minds. You know those people, so beloved of cult branders, who get commercial logos tattooed...
Motherhood, Interrupted
At a time when parenting is endlessly interrupted by digital communication and social media, brands must beware of exacerbating the pressure on women, writes Nicola Kemp Feminist writer Betty Friedan coined the phrase 'the problem that has no name',...
My Month: Keith Weed
Keith Weed, chief marketing and communications officer at Unilever, on why brands must harness technology to play their role in tackling issues faced by the planet and its people. From the heat and bright lights of the Consumer Electronics Show...
New Job: Four Rules of Engagement
The jobs market has changed dramatically. Will Harris has four new rules to bear in mind when it's time to move on This is a story about a friend of mine, and his efforts to find a new job. I know often people use the term 'friend' euphemistically...
Power100 Voices: The Human Touch
As marketing processes become more automated, Chris Duncan, chief customer officer at News UK, believes those brands that continue to talk to consumers in a creative and human way will achieve the best results. Alan Turing devised his eponymous...
Social Tracker: Has Signing Up Lionel Messi Taken Snack Brand Walkers into the Social-Media Premier League?
It's hard to mention Walkers without thinking of Gary Lineker, the ex-footballer and sports presenter who became the face of the crisp brand way back in 1995. There has long been speculation about the end of the tie-up, yet, 21 years down the line,...
Tech-Deciphered
Shona Ghosh cuts through the noise surrounding the connected consumer. Apple backs down over 'Error 53' flaw Apple has bowed to pressure over its mysterious Error 53, a software function that permanently disabled certain iPhone models if the...
Techknow: Mr Robot Says: 'The Future Is Television'
If Amazon believes it's worth a dollars 1bn-plus investment, you can be pretty certain that high-quality, relevant video is good for brands, writes Jason Gonsalves. Mr Robot is amazing. Fact. If you don't know what I'm talking about, you need to,...
The Essay: How Brands Can Make It All about 'Me, Me, Me'
The growing levels of narcissism in society are driving mass-customisation, but how do these tendencies affect the way consumers make choices, asks Dr Emanuel de Bellis. At the start of the 20th century, when one out of every two cars in the US...
The Future of ... Emotion
The sometimes stark world of digital intelligence has led people to pull back and rediscover the joy of getting emotional, with brands now targeting 'emotional data'. According to Newton's Third Law, for every action there is an equal and opposite...
The Index
UP - Barbie/Mattel Barbie has been accused in the past of reinforcing unrealistic body ideals, but all that is set to end. Brand owner Mattel says that it will add 'curvy' and 'petite' body shapes to its doll range, a move designed to be 'reflective...
The Marketing Society Forum: Are Millennials Really That Different from Other Generations?
Can 'millennials' really be viewed as a homogeneous group, but one that is significantly distinct from previous generations, or are those that fall under the label actually rather more similar to their predecessors than marketers would care to admit?...
The Millennial Dilemma: Generation, Mindset or Irrelevance?
It's tempting (and useful) for marketers to put people in neat demographic boxes. But, as consumer lives become more fluid, age-agnostic and globally minded, is it time to put a stop to generational generalisations, asks Rebecca Coleman. Netflix's...
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