The Scottish independence referendum has highlighted the issue of national identity but how important is the role of heritage for brands, particularly in today’s global market?
The ‘cool factor’ of innovation does not reflect the reality of the hard graft that comes with turning creative ideas into market-ready products or services, according to research seen exclusively by Marketing Week .
Marketers seeking fresh faces with which to associate their brand are turning to a new breed of celebrities with loyal online followings, as consumers grow bored of established stars.
Marketing Academy scholars give their predictions for the future of the industry.
While Malaysia Airlines mulls a rebrand, others have decided to persevere following a disaster. But what are the long term effects?
Facebook and OKCupid have come under fire for attempting to manipulate people’s emotions but behavioural techniques can be useful for brands.
International businesses are flocking to London as part of European expansion plans but what can UK brands learn from their new neighbours?
The skills big corporates require of marketers is changing, reflected in the emergence of specialist jobs. Here’s how to get one.
In her first interview since taking responsibility for the EE brand, CMO Pippa Dunn tells how she plans to win consumers’ mobile-fickle hearts.
The media landscape is getting increasingly complex so how can brands take advantage of the opportunities without getting caught up in the hype?
What is it that makes a brand proposition stand the test of time and what do brands need to do to reinvent an existing slogan for the modern age?
Statistics show that a third of the population of the UK are over 50, but how are brands recognising and targeting the ageing population.
With 130 million users a month, BuzzFeed is bigger than the BBC outside the UK and wants to ‘do the best social campaigns in the world’.
Consumers and marketers alike are questioning brands’ behaviour on social media, finds exclusive CIM research.
The 40-year veteran of business talks about common sense marketing, using a blend of art and science and why staying at IBM for 30 years was a good thing.
This year’s BrandZ 100 most valuable global brands list sees Google knock the crown off long time holder Apple.
Fewer than one in six are confident measuring and evaluating campaign performance.
Christmas is a time when retail sales ramp up but how can the seasonal rush be converted into loyalty that lasts?
Location-specific market research is opening up new opportunities for brands yet a growing number of consumers are choosing to block this type of activity.
This year brands are taking a collaborative approach to their promotions to catch the holiday crowd with packages of offers.
Zero-hour contracts are seen as positive in the events industry but the challenge is engaging flexible staff.
New technology is enabling brands to make their online content more immersive.
IHG’s commercial chief Keith Barr on his global marketing challenges.
Coca-Cola replaces EDF Energy as sponsor of the London Eye.