Kathy Parker is senior vice-president of marketing innovation at Diageo. She writes about innovation culture for Marketing Week - how should marketers innovate in products, capability or marketing channels? She has recently joined as a Marketing Week columnist, taking over from her colleague Syl Saller (now chief marketing officer at Diageo).
The digital ad industry should be defending itself.
B2B automated marketing techniques are set to take off in B2C.
Brands should learn from consumers not test them.
Brands are cutting out third parties to cultivate the customer.
Samsung played a blinder in aggressively undermining the Apple iPhone6 launch.
I was surprised by the list generated in the ‘Authentic branding’ article. I concur that many on the list are famous brands with strong emotional connections to their customers and can be assigned large monetary brand value, but I am not sure that they are truly authentic.