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What do Rihanna and Chinese tech giant Alibaba have in common? They’re both tackling information malaise and drifting attention spans in smart ways, says VMLY&R Commerce’s Gemma Spence for The Drum’s retail deep dive.
Columnist Sam Scott offers an admittedly unusual lesson into market segmentation through the prism of Britpop. ParkLife, forget it, this is MarketingLife.
'How Brands Grow' - Grace Harding, CEO of Ocean Basket reviews the book on marketing by Byron Sharp & Daniel May.
In the dynamic and competitive landscape of modern business, where countless offerings clamour for attention, the significance of a compelling brand story cannot be overstated.
Brand strategy is all about idiosyncrasy, argues M&C Saatchi Sport & Entertainment’s Kim Walker: in a world where everyone else is already taken, modern brands need to be brave enough to be truly themselves.