Progress will only happen if there is jeopardy
Secret MarketerMaking mistakes is no bad thing. Learning from them is what will make you a better marketer.
Making mistakes is no bad thing. Learning from them is what will make you a better marketer.
Marketing is inherently neither good nor bad, but as the general public often remind us, we should always question its purpose and how we use it.
Legacy brands can be sustainable too – indeed the biggest companies can make the biggest difference – but it requires focus on credible, relevant changes.
Brands that consumers place on a pedestal have a long way to fall, so it’s crucial to keep living up to the high expectations they set.
Marketers have to juggle numerous relationships and interdependent disciplines to achieve anything in their work – and only the best can do that well.
People don’t act the same way every day, their behaviour varies according to their mood and situation, so brands are better off targeting those.
Artificial intelligence is mostly a distraction from marketing fundamentals – unless you convince your market AI makes your brand better than the competition.
Removing the famous Swiss mountain from its packaging won’t stop the chocolate brand building a desirable brand image in today’s globalised age.
Advertising professionals’ view of what makes a good ad is not only biased, it’s usually wrong, as their reaction to Tourism Australia’s last campaign shows.
Marketers have lost sight of proper research into what drives brand successes and challenges, distracted by the lure of woolly ‘insight’.
Customers are becoming increasingly savvy about pricing tactics, but there are ways for marketers to avoid resentment. However, they come with a catch.
It’s true a product’s purpose is to perform its function effectively, but the value of a brand is in making consumers believe it does more than that.
You’ve likely read the foundational books of Kotler, Keller and Levitt but there are a number of other books marketers should read to add breadth, insight and originality to their marketing arsenal.
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.
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.
New data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt.