Marketing, branding & communications practice

If there is one thing that has changed in the last couple of decades it is our expectations of immediacy. Ever since Apple put easy access to information in our hands people have come to expect everything to be more immediate. This includes business success which is a problem when brands take time to grow strong.

Brands frequently use video as part of the marketing mix but what works best and how can marketers ensure it reaches the intended audience?

Keeping the focus on the customer and off of the competition can drive brand growth.

It’s a tough metric to get right.

Brands that are not the cost leaders in their categories can fight back with brand communities.

A call-to-action (CTA) is any copy that encourages someone to act in-the-moment. Be that to purchase a product, watch a video, share content, or even just to find out more information.

‘I am not influenced by advertising. I make up my own mind what to buy’. How many times has one of your friends said this to you? Of course, they are 50 percent right and 50 percent wrong. They do make up their own minds but that decision is likely influenced by advertising along with a host of other forgotten contacts with the brand.

Understanding customers is vital to every marketer but market research isn't always as high on the agenda as it should be.

Former Tesco marketer Matt Atkinson is overseeing big changes at Saga as it looks to appeal to an age group that is healthier and more adventurous than ever

The Innovation Excellence community is home to innovation articles, webinars, videos, training and education - powering successful growth in the innovation management profession.

Erik DuPlessis sent me a link to this post titled 'The Wisdom of Taxi Drivers' by Damon Stapleton. Thank you, Erik, like you said, 'very, very good'. Why? Because it reminds us that the power of stories lies in being interesting, specific and human. It reminds us that we need to keep people - the target audience if you must - at the heart of the creative development process.

In most organizations, marketing roles are defined by function. But marketing teams of the future will look very different than they do today.

Marketing and insight are collaborating more closely than ever to develop rich, relevant and personalised content that drives deep consumer engagement.

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Mindset based targeting helps brands connect emotionally with niche audiences of consumers and target them with relevant and meaningful offerings.

Why is email a successful marketing channel? Check out these email-related facts and figures about unsubscribe rates, automation, personalization, case studies, and much more!

Adding live experiences to traditionally mediated cultural products can offer new audience development and revenue generation opportunities: think author readings, pop up shops, eSports, and conventions. The bonus is that the live event can be the springb

Sodastream spends four times more on advertising than R&D and believes its marketing approach has "hit a nerve" at competitors Coca-Cola and Nestlé.

In the second of their series of articles for CR on Branding in a Life of Paradox, Coley Porter Bell's James Ramsden and John Clark look at consumers' seemingly contradictory demands for both serendipity and predictability and how brands should respond

Trust is now at a premium, with sceptical consumers rejecting traditional media and advertising in favour of transparency and truthfulness.

If you were to squash the history of human communication into a single day, most of it would be grunts, grimaces and gestures. We are the greatest natural co

The right kind of controversial marketing has been proven to work, but it's a difficult tightrope to walk.

The business world is filled with buzzwords. “Disruptor,” “SoLoMo,” and “synergy” are just drops in the buzzword bucket. Then, of course, there’s the...

A year ago the wealth management arm of UBS decided to shake up the financial services sector with the launch of content platform Unlimited.

How do you teach others about branding if it requires such an innate sense of purpose and so much patience? You introduce a unique workshop style that shows it.

Burger King's head of brand marketing Fernando Machado says creativity allows it to "speak louder than its size" and get it noticed.

While there are clear benefits to promoting an employer brand, marketers admit there are challenges in terms of message consistency and expectations versus reality.

Modal ads, ads that reorganize content, and autoplaying video ads were among the most disliked. Ads that are annoying on desktop become intolerable on mobile.