Brand

Marketeers consistently talk about consistency. That’s because it’s important. Externally it’s clearly important that brands are presented in a consistent way across their ID and how they are communicated through an often eclectic mix of channels. But it’s equally important that all employees and others who represent the brand are also consistent in the way that they treat customers. And that’s not always easily achieved.

From a Marketing perspective, there’s no doubt that AI and all its variants are revolutionising branding. There are many positive aspects around this. First, AI has enabled personalisation. Secondly, inspiring customer insights can be gained through AI. Thirdly, AI can help to create branded content that’s precisely tailored to the target audience. From a customer perspective, this is all good news.

The merits of Influencer Marketing have been much vaunted. So excessively that many in digital circles see it as the primary form of marketing. The most effective influencers may already be right on your doorstep. Your employees. An obvious question here is whether employees should be financially incentivised to become influencers in the same way that external influencers are rewarded. The answer to this...

It’s always fascinating to see what predictions the pundits have identified for the year ahead. In Marketing circles here are three particular predictions made for 2024. The data and numbers behind them are impressive. But across every prediction, people must still count – in this case employees – to bring them about successfully. The first prediction is increasing personalisation - using data to target.