An almost absurdly simple point made recently at EffWeek 2017 should give marketers cause to reconsider their content marketing expectations and efforts. To state the obvious, driven by the ‘content is king’ mantra, almost every brand is churning out more content. This all modestly adds to the 2.5 quintillion bytes of data that according to … Continue reading
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P&G’s restructure – the ‘end of marketing’ or the beginning of ‘brand asset management’?
Proctor & Gamble has recently caused quite a stir in the marketing world with a global restructure that, as reported by the UK’s Marketing Magazine, “abolishes the term ‘marketing director’ and renames the marketing organisation as ‘brand management’”. As a result of this, its senior marketers across the globe will now be known as brand … Continue reading
New research implies social media may be “killing” rather than building FMCG brands
In February this year the title of a short article in Forbes asked the provocative question “Can social media be killing brands?”. The article reported on the preliminary findings of a ten-year study by two American academics into the use of social media by US FMCG brands and its impact on their relationships with consumers. … Continue reading
Research finds the biggest barrier to successful innovation may be our basic human instincts
Almost every survey of the business factors that executives see as critical for growth lists innovation as a priority. Yet many companies struggle with innovation as exemplified by the consistently high rate of new product failure. Interestingly then, a new study has found that our basic instincts may be ‘programming’ managers to reject the level … Continue reading
US retailer’s challenger brand strategy could change the rules of retailing
As part of what some commentators are calling the biggest reinvention in the history of US retailing, JC Penney – a century old US mid-market department store chain – is challenging some of the fundamentals of mass market retailing. A bold move that could ultimately change some of the basic rules of the industry. Targeting … Continue reading