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Attention young marketers. Here is a proposal to put in front of your chief marketing officer, aka the boss. You want a budget, a big one, to undertake some new consumer research. When asked what you wish to learn, your answer is simple: "I don't know."
Marketers must ditch the buzzwords and jargon and start to speak in plain English if they want to continue to talk to brands about achieving 'clarity'.
Brands are encouraging marketers to expand their skill sets if they want to lead in the boardroom.
It is time for agencies to understand that procurement professionals consider far more than just the lowest price when making purchase decisions.
Many marketers fear private-equity backers; however, despite often very different approaches, both parties have the same goal - the strongest possible brand.
It is easy to get swept up in the developing online conversation about marketing theory, but we overlook the contribution of pioneering thinkers at our peril.
Mystery shoppers are, ostensibly, employed to check that a brand's customer charter is being lived up to, but could the budget for them be better spent elsewhere?
When Gene Roddenberry was casting round for characters to populate his series 'Star Trek: The Next Generation', he created the android Lieutenant Commander Data.
Social video expert Unruly evaluates the latest Nike viral campaign.
Reports of the death of the written word in marketing have been exaggerated: in fact, wordcraft has never been more important to brand communications.
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