Can brands separate ethics from politics?

Pepsi pulled its controversial, politically charged TV ad featuring Kendall Jenner after widespread criticism that it trivialised civil rights movements

In a world often driven by social media, brands are increasingly projecting an ethical stance

Why marketing needs to reflect a modern and diverse UK

Maltesers’ Look on the light side adverts, created by AMV BBDO in collaboration with Scope, starred actors with a range of disabilities

For marketing and advertising to be effective, it should reflect its audience or people will not buy in

Marketing to confuse the competition

Marketers, unlike colleagues in other parts of a business, may need to abandon obvious “best practice” to beat competitors

Improving service is key to brand success

Customer experience cover

Brands offering convenience shopping and fast delivery must also provide top customer service to stay ahead in an increasingly competitive market

The power of personalisation

Personalisation for brands

The drive to personalise consumer offers is moving from targeted customers to include the wider family unit

Brands name-calling and making cheeky claims

Virgin blimp displays the sign “BA can’t get it up!!” after the then British Airwayssponsored London Eye had a technical problem erecting the wheel

Taking on a rival business with aggressive comparative advertising is not for the faint hearted but certainly grabs attention

Brand ‘buy-in’ means bigger company profits

Professionals in the office

Engaging employees with brand identity will pay off in better products and services for customers, as well as improved staff morale, and show in the company’s bottom line

What banks can learn from Iron Man

banking future

Battling to rebuild reputations in the wake of the 2008 financial crisis, banks must adapt to the changing culture introduced by challengers and fintech startups