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“Content marketing is more than just keywords. This is the hottest trend in marketing because this is the biggest gap between what buyers and brands want. “

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Praise is the ‘most powerful weapon’ in any leader’s armoury, says Lorraine Heggessey

As the first female controller of BBC 1, Lorraine Heggessey led the channel to become the most popular in Britain. She believes driving change like this is only achievable if as a leader you prioritise communication, embrace change, know how to motivate and understand...

Purpose could be ‘the death of brands’, warns Byron Sharp

Marketers are afflicted by a lack of self-confidence and pride, and one of the main symptoms to have arisen from this is the idea brands should have a higher societal purpose beyond profit, warns Professor Byron Sharp. The widespread adoption of brand purpose, he...

Nationwide’s CMO on why marketers should not let themselves be ‘patronised’

Top marketers from Nationwide and Diageo urged marketers to stand up for their roles and prove marketing can bring value to the table, rather than allowing it to be subservient to other parts of the business. Speaking at the Festival of Marketing: The Year Ahead today...

Growth does not come for free

As businesses attempt to get back on their feet after 18 months of crisis, regulations and lockdowns, marketers are tasked with driving growth at pace, often on reduced budgets. The question they face is whether low cost growth is possible, or whether the pursuit of...

KFC named Marketing Week Masters Brand of the Year

From celebrating fans’ attempts to recreate their favourite fried chicken at home, to pausing its ‘Finger Lickin’ Good’ slogan for the benefit of national health, it’s been a stellar 12 months for KFC. KFC has been named Marketing Week Masters 2021 Brand of the Year,...