Are we failing to make brands that stand the test of time by a focus on short-term success?

Coke sparkles with the power of innovation

It has been a tradition within marketing to regard the creative teams at major ad agencies as the zenith of innovation.

ICO fighting a losing battle over spam calls and texts

Fines from the Information Commissioner’s Office for two firms and calls for action by Which? do little to address the causes.

Influence: Difficult to obtain, easy to lose

Influence has been a prominent feature on Marketingweek.co.uk this past week. Growing influence to ensure your voice as a marketer is heard in your business to be precise. 

Is your brand 'safe' enough for Snapchat?

In fact, what brands do have a place in a ‘sexting app?’

Will consumerism as we know it become obsolete?

Retail, and consumerism itself, is built on the premise that companies make products and consumers buy them. It won’t be like this forever. Alternative models of consumerism will have to evolve.

Little Chef suitors should do their research

Market research suggests the restaurant brand isn’t necessarily doomed.

Tackle the ‘invading my space’ dissent or be permanently shut out

Don’t call me, I’ll call you. No, seriously, don’t call me. Or knock on my door. Or make any unauthorised…

Variety is the spice of a good CRM system

If only I had a pound for every time I’ve heard it: the aim of every successful marketer should be to deliver the right offer to…

Marketers: the trophy hunters

‘We as marketers have to accept that the ultimate measure of success may not be apparent until long after we have gone’

The Hermès way is just not Mulberry's bag

That Bruno Guillon has managed to lose his greatest asset – Hill – so quickly is a massive blow for Mulberry and his leadership.

NSA Prism claims could set online commerce back years

Consumers and businesses will need convincing all over again of the security of online communications.

Charities cutting costs at the expense of quality marketing are doomed to fail

Third sector brands are facing a huge economic challenge but cutting corners on marketing and analytics is counter-productive.  

The time is ripe to consider trigger happy online TV

Branded prank videos are becoming the new LOLcats of the internet but brands must not forget they are there to communicate a message not just entertain.

Using research and intuition is a balancing act for brands

Knowing when research is needed and when it’s appropriate to go with a gut feeling is vital for brands.

Marketers could do more to create engaging anti-alcohol abuse messages

Imagine a scenario where all alcohol advertising and promotion is banned – removed from outdoor…

The biggest obstacle to my brand’s success is internal politics

Like many of you, I regularly get approached by marketing agencies and management…

The ivory tower of marketing will fall in a connected world

Are you a Pygmalion or a Mercator? Are you focused on finding the perfect sales motivation tool or are you…