A new study indicates that using price cuts to encourage brand switching is diminishing while the influence of incentives within loyalty schemes is growing.
Studying consumers in their natural habitat can provide valuable insight – and mobile technology is making it easier.
From stadium-style sportswear shops to user-friendly currency exchanges at Heathrow’s new Terminal 2, service design is redefining the way marketers look at retail.
Tighter budgets and the bribery act mean brands are having to plan their corporate entertainment events with a lot more care.
Those organisations which have invested in training around brand personality claim that it is well worth the effort - despite the difficulties in proving return on investment.
Novel formats, more premium sites and a burst of creative thinking are generating a new breed of out-of-home advertising.
Field and experiential marketing can be costly but if a brand gets it right, it can reap the rewards.
Too many brands are producing content nobody wants, so keep it interesting and relevant – and don’t sell.