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The rate of “digital upskilling” is getting quicker. For example, as part of an “end to end digitalisation” project, Unilever is providing its marketers with tools and training in digital media and delivery to ensure knowledge isn’t confined to specialists. “All marketers need to really own and be digital, and not just do digital,” the FMCG company’s chief marketing and digital officer Conny Braams told us earlier this year. Unilever’s need is illustrative of many brands, large and small, addre
Three axioms and three questions that summarise all of brand strategy
When the Greek military generals of antiquity approached a battle their first consideration was to create a map of the surrounding territory. Only then would the business of battle begin. Those generals, strategoi to give them their original Greek name, knew that discovery and understanding were the perennial parents of a successful strategic plan. Without knowledge of the land on which the battle would be fought, the battle plan would be unlikely to deliver victory.
Only a fool would bet against Amazon succeeding on the high street
Next year, according to leaked internal documents, Amazon will open 60 cashierless grocery stores across the UK. It will add another hundred in 2023 and the same again in 2024. Even if Amazon follows this aggressive schedule, it will only operate a retail footprint a third the size of Aldi’s or M&S’s and a barely a tenth the size of Tesco’s. And each Amazon store across that small footprint will offer a fraction of the SKUs of a typical supermarket. But, as those Harvard MBA students learned bac
THE STEPDAD | Disney Christmas Advert 2021 | Official Disney UK
“This year’s advert tells the story of a blended family learning more about each other, combining existing festive traditions and creating new ones together,” Disney’s EMEA vice-president of marketing and communications across consumer products, games and publishing, Joss Hastings, tells Marketing Week. “Families told us they want to prioritise time together this holiday season and after nearly two years of upheaval, it feels right to be celebrating that with this campaign.”
ROI on media spend highest when '40-50% spent online'
“Brand building can and very much does happen online nowadays,” Kite says. “It’s not something that can only happen offline. For example, we quite often see that YouTube content does a brand building job in the online space, as well as other online video.”