Richard Madden is chief strategy officer at Kitcatt Nohr Digitas. Once dubbed "the industry's biggest brain", he writes for Marketing Week about the customer and to reach them. He focuses particularly on issues such as insight, loyalty and direct marketing.
Marketers should not ignore the “better self” factor.
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.