Brands struggle to make ‘woke’ marketing work

billboard with Colin Kaepernick on it

Reaching out to a new generation of consumers that grew up skipping ads on YouTube is an ongoing challenge for brands. But how do companies show they are alert to political and social injustice in an authentic way? More importantly, should they even try?

How winning customers’ trust earns valuable data

Consumers are soon to get greater control over their personal details, setting businesses the challenge of retaining customers’ consent to use the valuable data

Insurance companies competing on price and value

Insurance companies operating in an increasingly competitive market must innovate and be proactive to prosper

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

How brands can engage with all generations

older generation

It’s a major challenge for organisations to secure the loyalty of multiple generations of consumers, from tech-savvy youngsters to their more cynical elders

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

UK consumers are falling in brand love

Although brand love may not be real romance, companies have discovered they can influence customer behaviour through consumer neuroscience – but is this a passion that lasts forever?

6 ways cloud is maximising customer experience

Companies are at the mercy of their customers these days and customer expectation is sky-high. If customers are not getting good service, they’re off, as fast as they can redeem their loyalty points. So with global spending on cloud infrastructure on the up, how are businesses using it to maximise customer experience