Mastercard dropping its name from its logo demonstrates branding strength most companies lack – and it’s all down to the sustained and consistent use of highly distinctive assets.
By Mark Ritson
Young marketers need to avoid getting stuck in commoditised ‘specialisms’ like social and SEO when the focus for brands is in strategy and experience design.
Marketers would be far better off focusing on what definitely won’t change in 2019 and making a list of all the things they could do better than being distracted by hollow predictions.
The annual Marketing Week Career and Salary Survey reveals consumer electronics and FMCG offer the highest wages for marketers in 2019, while those working in the charity sector earn the least.
MotoGP is on a mission to establish the motorsport as a “rock and roll” brand as it looks to ingrain itself into sports culture and appeal to a wider audience.
The guidance aims to address how brands can approach transparency, governance and effectiveness when using proprietary media – the process of media agencies purchasing media inventory and reselling it to clients at a higher rate.
Coca-Cola has ‘reinvented’ the way it does marketing to be fit for the modern world, while delivering on effectiveness and efficiency, its CFO claims.
From outdated systems to a lack of ownership, if marketers want to get the best out of their technology, they need to streamline what they have.