Marketing, branding & communications practice

Three themes emerged at this year's Content Marketing World, addressing audience engagement, the power of data, and storytelling.

Spearheaded by the growth of Amazon, retailers are becoming a mix of retailer, publisher, and ad networks effectively changing the future of marketing.

Brands must not overlook the creative power found in its customers.

A young boy imagines himself Darth Vader and moves through his home attempting to use “The Force” on various objects – an exercise bike, a doll, and a dog, for example. All of his attempts are unsuccessful until he tries his powers on his father’s car parked in the driveway. He waves his hands at the car… and it starts with its lights flickering like Admiral Motti’s larynx. Unbeknownst to him, his parents are both watching him through the window inside the house and used a remote starter to turn the vehicle’s ignition. The story stems from a 2011 commercial

With a firm understanding of the consumer subconscious mind, marketers and market researchers can gain the information they need to further enhance the success of their brands.

Former CMO and TED speaker Tim Lebrecht on romanticism in marketing, the obsession with data and why marketing teams should feel like "bands on tour".

The relevance of the '4Ps of marketing' is a topic that continues to cause much discussion. Should marketers relinquish responsibility or retake control?

PR Insight: What better way is there to get noticed than by creating a great stunt? However, a stunt is only as good as its planning and execution, and there is no point being talked about if none of the conversations mention the brand behind the event. Here we offer five key points for creating the perfect stunt

Attitudes towards brands and organisations are changing. No longer are consumers wanting the, now expected, high quality customer service with good quality p...

With a firm understanding of the consumer subconscious mind, marketers and market researchers can gain the information they need to further enhance the success of their brands.

In the information and internet age, it's hard to build a brand and stand out in the crowd. Learn how Siegelvision helps clients establish a 21st century brand.

Chickpea snack brand Hippeas has plans to become a global lifestyle brand. We speak to them about the power of great branding.

One study supports imposing artificial restrictions in order to goose creativity.

Marketers have the newest technologies at our fingertips that allow us to create and personalize experiences that are truly centered around individuals – a mix of data, artificial intelligence and machine learning capabilities are constantly expanding the experience possibilities.

Boost your social engagement with three strategies borrowed from consumer psychology: reciprocity, social proof, and scarcity.

Digital skills are high on every marketer’s agenda, and rightly so. But this digital hype overshadows a bigger skills gap: marketing leadership.

What makes customers buy into a brand?

Even a small increase in your second-purchase conversion rate will grow revenue significantly. Here's how to shift some of marketing focus to convince your first-time customers to stay.

As custodians of the brand, marketers have a critical role to play in implementing purpose across organisations, says Given London's Becky Willan.

When mistakes were made, why so many business execs and CEOs have an apology allergy, and what to do instead.

Brands often base their marketing campaigns exclusively on the age, gender, and location of their customers. But these are lazy assumptions that won’t bring you rewards.

Brands need to deliver quality across everything they do, it is then marketers' job to share the core product messages as part of a compelling narrative.

I’m fascinated by younger generations and just how different they are from generations prior. You should be too. Generations Y and Z (Millennials and Centennials) represent a dramatic “C” change where a new genre of “Connected” consumerism is forcing business as usual to cater to an always-on, accidentally narcissistic, empowered, informed, demanding, and counterintuitive generation. ...

There are many myths, misconceptions and untruths about internal communication. I've addressed eight of them. They reflect the reality of working as an internal communicator today and are conversations I've had with clients, peers and people in

PR Research: The increasing power of influencers means that marketers need to understand how best to communicate with them, but the relationship between brands and influencers, and whether or not this is paid for, can be confusing. We look at research into what consumers really think of influencers and another study into what influencers think of in-house and agency PROs

Blog: Greater consumer appreciation of the impact of corporate behavior has meant that increasingly brands are required to have a purpose beyond merely shareholders returns, profits and customer satisfaction

Once, it was easy to build brand trust. You used mass media to establish profile and credibility, you became a “household name” and that was pretty much it. No longer of course. The splintering of …

Brand advisor Christina Cubeta breaks down key elements of marketing communication and the brands doing it right.

Cognitive biases can be triggered by questionnaire structure – by mistake or by design, as Crawford Hollingworth explores