From hero to zero: Why loss of trust is so damaging for premium brands
Harry LangBrands that consumers place on a pedestal have a long way to fall, so it’s crucial to keep living up to the high expectations they set.
Brands that consumers place on a pedestal have a long way to fall, so it’s crucial to keep living up to the high expectations they set.
The challenger bank’s director of brand and marketing tells Marketing Week how important customer experience was when building the brand from scratch, and why doing right by customers is a competitive advantage when times are tough.
By treating its salons as partners rather than customers, hair care brand Wella continued to strengthen its B2B market leading position last year. To drive further growth, the business is now hoping to build better awareness among its end consumers.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
From escape room-style selection day challenges to recruiting from beyond banking, Starling Bank believes investing in customer service gives the brand the cutting edge.
The success of retail experiences can’t be judged purely on the number of sales made, says Samsung UK’s marketing and omnichannel director Annika Bizon.
Cross-selling, upselling and even down-selling can be highly effective techniques, but the basics are not always well understood by marketers.
Checkatrade’s chief product officer Kim Faura explains how the brand serves both consumers and trade customers, and discusses his previous experience at Giffgaff.
Kicking off a new series exploring the role of the metaverse in marketing now and tomorrow, we explore whether it’s time to start building a virtual community for your brand.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
A session at the Festival of Marketing focused on the gaps between consumer expectations and what brands are delivering – but also, crucially, what can be done about it.
The evolution from ABM (account-based marketing) to ABX (account-based experience) is far more significant than changing one letter on a client presentation. Done right, it can drive greater value from top customers and demonstrate the commercial impact of a marketers’ work, at a time when ROI has rarely been more important. The good news, though, […]
Trust is the most important element of consumers’ relationships with brands, and it’s created by using data responsibly to be relevant to them at every moment.
In the current economic climate, with inflation increasing, fuel costs soaring and interest rates rising, the overarching narrative from business, media and government is one of cutting back, making your money go further and getting the best deals available. Little wonder then that discounting seems a logical answer for businesses striving to keep their market […]