How Patagonia’s anti-marketing stance remains a trail blazer in the ethical apparel sector

How Patagonia’s anti-marketing stance remains a trail blazer in the ethical apparel sector

Patagonia has taken a difficult path in its marketing but through doing so has developed an unrivalled credibility that is a genuine part of the brand's value

Technique

Build back better: will purpose-driven brands fair better after covid?

Build back better: will purpose-driven brands fair better after covid?

S&P 500 companies with high ESG ratings performed better in the wake of the covid downturn. Does this signal a need for more companies to put purpose higher up the agenda?

Technique

Five trends for marketing in 2021: Insight-led marketing efficiency

Five trends for marketing in 2021: Insight-led marketing efficiency

Insights that can be used in digital marketing are the only way through this year for marketers, says Mapp's Senior Director of Global Strategy

Technique

Mailchimp: An innovative B2B brand with a human face and a monkey in its name

Mailchimp: An innovative B2B brand with a human face and a monkey in its name

A B2B brand with tons of personality, Mailchimp defies many marketing norms to present a human face to customers using its automated platform. For that, it is nominated as an Innovation 50 company

Technique

Why econometrics is the answer in the covid adspend conundrum

Why econometrics is the answer in the covid adspend conundrum

When adspend resources are so short, every pound counts. Data Analyst Matthew Teale explains how econometrics helped The Salvation Army increase donation income, ROI, and average donation value for lower spend

Technique

What the end of the app era and impending WhatsApp war means for ambitious brands

What the end of the app era and impending WhatsApp war means for ambitious brands

Brands should stop developing their own apps but instead focus on capturing consumer attention in universal apps

Technique

The Innovation 50: How Nike, the archetypal marketing-led company, is still innovating

The Innovation 50: How Nike, the archetypal marketing-led company, is still innovating

Nike can sway generations when its marketing stands up for what it believes in. Despite being almost 60 years old as a brand, it's fresh and powerful approach to marketing make it an Innovation 50 company

Technique

The first 10 brands in the Innovation 50 show how marketing drives brand success

The first 10 brands in the Innovation 50 show how marketing drives brand success

From established household names like Yorkshire Tea and ITV to relative newcomers like Gymshark and Tony's Chocolonely, the first 10 brands in the Innovation 50 reveal the breadth of innovation in marketing

Technique

How to create 'sticky' content

How to create 'sticky' content

Author of five books, including 'Myths of Marketing' published last year, international speaker and marketing consultant Grant Leboff explains some fundamental truths about content

Technique

The Innovation 50: How this Ugandan beer supports local farmers and communities

The Innovation 50: How this Ugandan beer supports local farmers and communities

Owned by global brewing giant AB InBev, Eagle Lager is a great model of how thinking and acting locally can create a highly profitable, much-loved brand

Technique

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