‘Endless love stories’: Volkswagen on the strategy behind its new brand platform
Josh StephensonVolkswagen’s new brand platform looks to remind customers of the love they have for the brand, while also positioning the car giant for the future.
In-depth features, interviews and insights into marketing’s biggest issues.
Volkswagen’s new brand platform looks to remind customers of the love they have for the brand, while also positioning the car giant for the future.
Instead of seeing redundancy as a blow to their self-worth, marketers are reclaiming their careers and finding new avenues to thrive.
The future of advertising is in-house, claims Airbnb’s top marketer Hiroki Asai.
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?
Who Gives A Crap is now the third biggest toilet roll brand in the UK, and is looking to above-the-line media, retail listings and consistently “doing things differently” to continue that growth.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Airbnb’s desire to control the narrative to Gap reinstating the CMO role, it’s been a busy week. Here is my take.
With 80% of customers unable to name an underlay brand, Interfloor has embarked on a brand building journey to turn those figures around.
Linking marketing strategy to business performance is a powerful way to make a case for investment. But when macroeconomics mean growth is scant, building confidence can be tricky.
Our latest CX50 list of the UK’s top 50 customer experience professionals reveals the key trends in a set of varied and highly competitive sectors.
AI: Beyond the Hype. Should marketing leaders ramp up training in new tech for their existing teams or look to recruit talent with AI ‘expertise’?
However you define marketing excellence, it’s essential those standards – and the outcomes – are shared with the wider organisation and documented for the future.
Since rebalancing its marketing mix to focus on brand building, Airbnb has reaped the rewards, though top marketer Hiroki Asai says its model will not work for all brands.
Asos’s executive vice-president of customer, Dan Elton, on the challenges he is facing in turning the fashion retailer into a more brand-led organisation – and why marketers shouldn’t take measurement tools as gospel.
In a world where some businesses struggle to agree what they mean by marketing, how are brands defining excellence and who is holding teams to account?