Marketoonist on brainstorming
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Why treating customers right requires constant collaboration
Steve HemsleyAs members of Marketing Week’s CX50 list demonstrate, companies can only deliver what the customer wants and needs if the whole organisation is aligned.
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True customer-centricity requires proper investment
Russell ParsonsMarketers often talk about their desire to be more customer-centric, but it won’t be achieved by cutting corners. Brands must invest both time and money to get it right.
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Today’s marketers are missing true customer insight
Cheryl CalverleyCustomer closeness used to enable marketers to conduct the orchestra of the marketing mix but too many now are woefully under-prepared and under-trained to play this vital role.
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Best in class brand building: Top marketers on getting brand diagnosis and positioning right
Michaela JeffersonIn the first of a series of articles looking at what it takes to build brands effectively, Boots, Yorkshire Tea and Cadbury – three of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on the importance of brand diagnosis and positioning.
Value of the UK’s top brands drops by 14%
Molly InnesThe brand value of UK companies fell 14% this year, compared with 1% growth in 2022, according to BrandZ’s latest UK ranking.
‘Short-term pain to protect brands’: Boohoo Group doubles down on marketing as it slashes forecast
Niamh CarrollBoohoo expects revenues to decline by between 12% and 17% in its full 2024 financial year but says it remains committed to investing in marketing for the long-term health of its brands.
Fashion brands need to be prepared for a gender-fluid future
Helen JamesGender-fluid fashion is reaching a cultural apex so mainstream fashion brands looking to capitalise on its growing popularity need to be prepared to speak about it authentically – and with confidence.
Done most of those… Darn!