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Sticking with the stereotype is one of the surest guarantees of failure
Marketers have a duty to challenge conventional wisdom and overturn accepted practices.
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PlayStation 4 banks on pricing and core gamers to ward off Xbox One
The console battle is back on.
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Coke sparkles with the power of innovation
In a world of crap, tired and overly superficial attempts at innovation, Coke is continually hitting the bullseye.
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The brand impressions that really count
Staff in all areas of a business have a role to play in shaping how people view a brand but not all perceptions are positive, finds new research
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In Depth Digital
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Latest Digital News
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PlayStation 4 banks on pricing and core gamers to ward off Xbox One
The console battle is back on.
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Strategies & Tactics
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A digital future
CMOs are falling behind in making their businesses digitally oriented, according to new research, amid a growing need to keep on top of all the online points of contact consumers have with brands.
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The Marketing Week
Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.
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Jobs
Wednesday, 19 June 2013
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Viewpoints
Sticking with the stereotype is one of the surest guarantees of failure
Marketers have a duty to challenge conventional wisdom and overturn accepted practices.
Are we failing to make brands that stand the test of time by a focus on short-term success?
Has the desire for success eroded investment in the core brand?
Coke sparkles with the power of innovationVideo
In a world of crap, tired and overly superficial attempts at innovation, Coke is continually hitting the bullseye.
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…
CEO supremo Lafley is back, P&G will be too
Lafley liberated the act of innovation from the isolation of P&G’s Cincinnati labs and put it into the world of the consumer.
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YouTube refresh should remind brands people are watching their ads on the go
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Payment apps are a chance to reach out to shoppers
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Shops may be closing but it should motivate not put off retail marketers
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Brands should take advantage of shoppers' increasing online spend
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You need to be agile – Oreo-style
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Will Yahoo!'s billion dollar spending spree save it from the ashes?
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Sainsbury's deserves brand of the year but must keep its foot on the gas
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Are automated phonelines and self-service the tills the best we can do for customers?
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The calibre of entries to our Engage Awards just keeps on rising
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Is privacy the next public health problem?
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Primark trialling ecommerce is big news, but is it good business?
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If Mondelez is putting mobile first then why aren't other FMCG brands?
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Truly digital marketers will be defined by their ability to firefight, not coming up with soundbites
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Agencies have to convince clients they are the best there is
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Has Facebook got the MySpace blues?
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The technocrat response to #FBrape won't wash
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Facebook's domestic violence row highlights many problems
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Brands could gain insight from experiential marketing
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The gloves are off: the rise of anti-marketing Video
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RBS's decision to cut marketing is counter-productive
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