READ THE FULL GRAPHIC VERSION Like any field, medicine needs great marketing. Giles Lury asks, how will it change after Covid-19? As with many debates, arguments about what will happen after the Covid-19 crisis often quickly descend into the binary: everything will change, or nothing will change. It’s black or it’s white. When it comes … Read more
READ THE FULL GRAPHIC VERSION Product packaging is often overlooked, but can be a critical differentiator for sales and customer experience When it comes to capturing your customers’ attention, marketers of fast-moving consumer goods (FMCG) are aiming at the tiniest of targets. The typical customer spends between just three and five seconds assessing whether or … Read more
READ THE FULL GRAPHIC VERSION Around the world, millions of consumers have been spending months in confinement, isolation and quarantine. Lockdown has narrowed our horizons dramatically – and now, consumers are craving satisfying sensory experiences like never before. As restrictions are tentatively lifted and people re-emerge, marketers should aim to create memorable, positive experiences, with … Read more
READ THE FULL GRAPHIC VERSION It’s time to experiment Our economies may be reopening, but we can be confident that consumer behaviour won’t snap back to 2019: not now and not ever. This realization is especially important for companies that rely on strong customer experiences as a competitive differentiator – which is most businesses nowadays. … Read more
READ THE FULL GRAPHIC VERSION Giles Lury urges companies to repurpose their purpose In the ‘good old days’ before Covid-19, brands were under pressure to shift their focus away from just delivering stakeholder returns. We were living in a world of growing activism: from #MeToo to Extinction Rebellion, from les gilets jaunes to Greta Thunberg. … Read more
READ THE FULL GRAPHIC VERSION Covid-19 has underlined that many marketers’ favourite tools are obsolete. It’s time for marketing with real meaning What lifts you up in times of crisis? Humour? The laugh of a toddler? A surprise phone call from a friend? The joy of sharing food with family? Brainstorming? While Covid-19 has forced … Read more
READ THE GRAPHIC VERSION Ben Shenoy explains the use, and misuse, of the story drug Both the immediate threat of the coronavirus pandemic and the slower-burning climate crisis reinforce the feeling that we live in confusing, disorienting and frightening times. In their recently published book Radical Uncertainty: Decision-Making for an Unknowable Future, British economists John … Read more
READ THE FULL GRAPHIC VERSION The industry should do much more to celebrate the contributions of women in marketing Marketing is an industry in which women excel and have done so for decades. Yet if you were to ask people in the industry who were the leading all-time marketers, you would most likely hear the … Read more
READ THE FULL GRAPHIC VERSION Marketers need a fresh take on Porter’s strategy classic US business professor Michael Porter first wrote about his Five Forces over 40 yearsago. His framework remains a classic of strategic planning; but given the changesin the business world in the decades since, isn’t it time it was updated? Porter drew … Read more
READ THE FULL GRAPHIC VERSION Sustainable and principled business practices make marketing more effective Ever-increasing numbers of conscious consumers are forcing a change in the way that marketing departments behave. The old days of creating consumer demand and fuelling consumerism are ending. Companies are now required to be more accountable and responsible in their marketing, … Read more