Western companies looking to expand their brands into China often face significant challenges in doing so successfully.
Many companies have struggled to compete with favored local competitors, and some have even been forbidden from entering the Chinese market in the first place.
Beer brand BrewDog recently released its ‘Pink IPA: Beer for Girls’ – a parody product designed to highlight pay and gender inequality in the UK.
The joke was not well-received. In fact, the campaign was labelled as lazy and poorly executed, even serving to exemplify the issue of sexism in marketing rather than expose it.
It’s the most wonderful time of the year, unless, perhaps, you’re an executive of a luxury brand.
That’s because out of all categories, luxury labels and retailers were responsible for the highest volume of discounts on Black Friday this year in the U.S.
Whether it’s due to a bad reputation or increasing competition in the market, rebranding is often a good option for companies looking to turn around waning fortunes.
It’s not always easy, of course. What if a rebrand alienates an existing customer-base, or backfires as a result of inconsistent or flimsy strategy? These are big questions to consider.
Marketing is full of fallacious commentary, opinion and vendor sales speak.
Earlier this year I rounded up some digital fallacies, but now I want to focus on marketing more broadly and some of its flawed reasoning.
From Brexit to the US presidential election, it would seem that we are living in one of the most politically-focused and politically-polarized times in recent memory.
Increasingly, the political discourse is finding its way into the brand world. Or, to be more accurate, brands are joining the political discourse.
Facebook is evolving, and one of the trends has the attention of the CEO of the world’s largest social network.
Facebook users are sharing less about themselves and Mark Zuckerberg is personally imploring his staff to reverse the trend of what the company internally refers to as “context collapse.”
These days we have fewer guest posters on the Econsultancy blog, but those that remain still bring us a fresh perspective on the industry.
Here we’ve picked out the top 10 guest posts of 2015 (by page views) for your delectation.
Thanks to all our contributors.
Email, social chat, mobile display, Indian smartphones, Thai ecommerce, Japanese travel booking, there’s almost no end to the delights in November’s APAC digital marketing stats roundup.
If it doesn’t sate your hunger for numbers, why not see the Econsultancy Internet Statistics Compendium, too.
Over the last two years, BBC Worldwide has been turning Doctor Who from (simply) a gigantic British show into a truly global icon.
Julia Kenyon, Acting Chief Brands Officer, BBC Worldwide, spoke at the Festival of Marketing about how this was achieved and included some staggering stats about the brand’s performance at ComicCon 2015, its 2014 world tour and the 2013 50th anniversary.
Successful products and services are those with a definite point of view, those that avoid an identity crisis by knowing exactly what they’re not.
Government Digital Service (GDS) has garnered much praise for its transparent and reasoned approach to design.
And whilst smaller organisations may not need ten principles (like GDS), those with a distinctive approach to digital experiences are gaining competitive advantage.
Here’s a revealing case study, from a tech startup founded in 2011, that I think provides food for thought for any business creating new online services.
The relationship between brands and startups has never been cozier.
The internet has fundamentally changed the way brands connect with and market to consumers, and many brands increasingly look to young startups to help them understand what innovations are coming next.