Should brand purpose be reimagined as impact? Does a ‘post-purpose’ era lead to more ethical business? And the bigger question, are we really ‘post-purpose’ at all?
As marketing leaders rethink the skills their teams need to win in a rapidly evolving market, avoiding creating new silos and feelings of tribalism is key.
In the second feature looking at universal brand building lessons shared by Marketing Week’s five Brand of the Year nominees, we explore customer centricity, value perceptions and product.
Despite being in different categories, at different stages of growth, there are a number of brand building lessons all can learn from.
How long AI will be the most critical skill for B2B marketers remains to be seen, but staying on top of the tech and being curious could be the real route to success.
Data and analytics skills gaps might be worrying B2B marketers, but are they underestimating the importance of critical thinking, financial fluency and empathy?
The first piece in Marketing Week’s new series – Setting the agenda: Marketing’s role in driving sustainability – we debate whether responsibility for sustainability should be part of the marketing remit.
B2B marketing is hitting its creative stride, but when it comes to nailing the effectiveness agenda brands need to pick up the pace or risk being left behind.
Marketers are ramping up their creative effectiveness capabilities, but do they still have room to grow when it comes to getting under the skin of creativity?
Appointed in 2022 to lead the excellence agenda at pasta giant Barilla, Natalie Howell believes prioritising consistency and rigour helps brands scale.
Realising its old ways of working were no longer fit for purpose, the smoothie maker appointed its first marketing excellence lead three years ago to drive consistency.
In a challenging environment with economic pressures and rivals to contend with, can creating a holistic marketing excellence culture give brands the cutting edge?