A recent article in The Drum questioned whether brands should get involved in content marketing because it doesn’t make good business sense. For many major brands like Intel, which invested in its own iQ magazine, the author makes the case that focusing too much on content marketing us unprofitable. This even the case for Hubspot, … Continue reading Despite critics, content marketing can help grow brands
A new research paper on brand purpose from WARC finds that, for global brands, well designed purpose-led marketing campaigns can help achieve brands’ commercial objectives. Continue reading Does purpose pay? WARC’s Brand Purpose Report 2017
A number of big brands have recently announced the launch of bespoke corporate fonts, the most high profile being IBM and Coca-Cola. Is this a disruptive new trend in branding? We take a look. Continue reading ‘That brand’s just my type’ – why brands are turning to fonts for distinctiveness
It is one of the most disruptive trends to hit marketing in recent years. New brands like Dollar Shave Club were built on it. Last year, we asked if 2017 would be the year direct-to-consumer selling would take off. We believed it would be driven by the huge growth in e-commerce, greater flexibility of delivery … Continue reading Have direct-to-consumer brands delivered?