What happens when every brand has a purpose?
Time and time again we hear of the value of purpose-driven marketing, so how do brands differentiate themselves when having a purpose no longer sets you apart from the competition?
The Future CMO 2019
Today’s chief marketing officer (CMO) must be an expert tightrope-walker, skilled in balancing efficiency-driving technology with customer-centricity, human creativity with the power of data. The Future CMO special report, published in The Times, examines the need to upskill CMOs to deal with these new requirements and how collaboration with CIO has become business critical. It explores the rise of the branding-less brand, the need for greater transparency and how the modern marketer can get to grips with consumer “tribes”. Also featured is comment on how to reimagine the marketing funnel and why it’s time to eliminate imposter syndrome
In association with
In this report
-
Why CMOs and CIOs must work together
As data and technology move to the forefront of marketing strategies, collaboration between the chief marketing officer and IT leader is increasingly vital to business success
-
The rise of new consumer tribes
When consumption patterns can no longer be defined by traditional factors, such as age, gender or location, consumer tribes grouped by their collective common behaviours and interests begin to emerge. But what does this mean for the modern marketer?
-
What does the modern CMO look like?
Marketing leaders are now responsible for leading a data-driven brand transformation while embodying the voice of the customer. As an integral role for ensuring business growth and performance, are the current CMOs up for the job?
-
-
Rise of the ‘brandless’ brand
With the very foundations of a brand designed to ensure consumer protection and signify reliability and quality, will brandless organisations ever have the power to change the concept of brand-building altogether?
-
Do customers want you or a chatbot?
Marketers are having to tread a fine line between increased automation and maintaining a strong connection with consumers
-
Expert advice on how to build brand transparency
Brand transparency is no longer an option, but a marketing requirement. Seven marketing experts discuss their biggest challenges when it comes to improving brand transparency and consumer trust
Sponsored content
-
Time for CMOs to fulfil their destiny as thought leaders
Informed, insightful, credible thought leadership is one of the most powerful assets a business can possess. But there’s a problem – only a tiny proportion of current thought leadership meets these criteria, says Nico Lutkins, senior director of marketing at LinkedIn EMEA
-
Enabling a fully connected customer experience
The seemingly unstoppable rise of the omnichannel customer is having a profound impact on how companies approach marketing
-
Transformation gives CMOs new lease of life
While some chief marketing officers may be fearing obsolescence, others are taking the reins in bridging the digital and physical worlds, and leading crucial transformation efforts across their organisation
-
Why it’s time to kill the PDF
Content marketing is central to the modern marketer’s toolkit, but too many businesses are still relying on the clunky PDF to deliver their messages. Nick Mason, founder and chief executive of Turtl, explains why it’s time to finally ditch the downloads
-
Golden age for influencer marketing
Influencer marketing is the biggest ad inventory the world has ever seen
-
Relevance in a moment in time
As consumers are flooded with choice, marketing chiefs of the future need to capture time
-
The Future CMO 2020
Our Future CMO special report, published in The Times, features articles on combating fake news, upcoming Christmas campaigns, celebrity founders and branding, and more. It features an infographic on the changing evolution of the advertising landscape from traditional to digital.
-
Climate Change 2020
Our Climate Change special report, published in The Times, explores innovative ways to offset carbon emissions, staying profitable as a B corp, and the environmental cost of going digital. It also looks at which business leaders are lobbying for real action. The infographic examines how big your business’s carbon footprint is and the impact of remote working.
-
The Fashion Economy 2020
The Fashion Economy special report, published in The Times, examines recent shifts in buying behaviour, fighting fast fashion, virtual catwalks, and more. The featured infographic looks at changing fashion attitudes towards more sustainable apparel.
-
Supply Chain Resilience 2020
Coronavirus has highlighted the fragility of global supply chains, so what needs to be a priority when rebuilding for future resilience? Our Supply Chain Resilience special report, published in The Times, examines the importance of last-mile delivery, the future warehouse, the obstacles of reshoring, and more! The featured infographic looks at how COVID-19 has impacted global supply chains, how they’re faring now, and plans for the future.