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

What marketers need to know about video in 2017

James Corden carpool karaoke

It’s tipped by some as the future of communications and marketing, yet the success of video may depend on whether it suits the smartphone’s small screen

What businesses can learn from Trump

Trump campaign rally

With Western politics left reeling from its second major disruption of 2016, it’s time to consider what these signals of change mean for businesses