‘Range inflation’ is a sign Tesla has lost sight of its customers
Mark RitsonOur marketing columnist reviews the recent controversy over the driving range of Teslas and revises his assessment of the company’s market orientation.
Our marketing columnist reviews the recent controversy over the driving range of Teslas and revises his assessment of the company’s market orientation.
The effectiveness of online ads hasn’t always been entirely clear but there is now solid evidence they are more than pulling their weight.
All brands want to be aspirational. Only premium brands usually achieve it, but Iceland is one of the few that make it accessible to low-income consumers.
More distinctive ads are more memorable, and the holy grail is creative that stands out while also conveying the brand’s core message.
Our marketing columnist on the biggest branding move of the year: Twitter’s sudden transformation into X.
Quant is becoming increasingly unfashionable and misunderstood, but used properly it can provide a deep and statistically representative understanding of society, something that qual on its own isn’t able to do.
Solving the attention issue in digital advertising is key to improving creative effectiveness. It will take a combination of good old-fashioned creativity and a good new-fashioned understanding of what works on each platform. Simple, but hard.
Direct-to-consumer brands failed to disrupt traditional retail, but that doesn’t mean you should exclude DTC as a distribution strategy.
Millennials are no more similar to each other than they are to Gen X or Gen Z, so it’s time to leave this lazy approach to segmentation behind.
Creativity will be lauded this week in Cannes, but it is just one of several drivers of effective marketing that also include strategy, media and brand.
Like toxic interactions in medicine, each one alone can improve your team’s work, but taken together they will kill your productivity and decision-making.
Far from being beneficial, the retailer’s perceived status a British institution limits its ambition – just look at what Britishness stands for today.
Marketers have to juggle numerous relationships and interdependent disciplines to achieve anything in their work – and only the best can do that well.
Roe v Wade is not just a US issue, nor can brands assume it doesn’t affect them. Now is the time to stand up for your workers’ and consumers’ rights.
Brands should look first at how their business and people are impacted by social and geopolitical issues, and only speak publicly when their actions are already making a difference.
If brands really are serious about closing the gender pay gap forever, embracing full flexibility – not just hybrid working – would be a good place to start.
When it comes to hiring, skills are less important. Instead focus on mindset, character, attitude and a ‘batteries included’ mentality that means they are up for the challenge and able to get things done.
Marketers see startups as glamorous but are often made scapegoats for their failures. Here’s how to avoid that trap and set yourself up for success.
People imagine working for a startup will make them rich and free them from the shackles of corporate servitude, but the reality is very different. Here’s how to go in with your eyes wide open.
It’s hard to imagine Amazon as vulnerable. But after Covid, demand dropped while the costs of expensive fulfilment capacity set up during the crazy times continued. Almost a trillion dollars’ worth of turnover netted out a loss of $2bn in 2022. With this peril in the background, the advertising business, where Amazon sells access to […]
Women’s career progress and salaries take a dive when they become mums, not because they become less good at their job but because policies around parental leave and childcare continue to be biased.
Economists now believe this year’s recession will be relatively mild, but marketers still have important work to do to ensure their brands come out stronger on the other side.