Marketers Excellence Awards

Is the idea of brand positioning obsolete?

Traditionally, brand positioning determined every aspect of the product as well as the way in which it was marketed to consumers. New businesses no longer agonise about brand positioning in the same way. In a fast changing market, is the idea of brand positioning outdated?

Are brands better built on traditional media?

For all the reach and engagement of digital media, the screen size matters. The mobile may be great for generating sales but when it comes to building a brand, is TV (and other media) still the best option?

Making content marketing work: harder than it looks

In spite of devoting time and resources, many brands struggle to stir consumer interest and engagement. A look at why the early promise of content marketing can be difficult to realise. And what to do about it.

Is sales overtaking the marketing function?

Many of the brands that have been built online tend to allocate greater budgets for performance marketing than for brand building. Is Sales stealthily gobbling up the Marketing function?

Brand loyalty revisited

Are marketers being fatalistic when they bemoan the continuing decline of brand loyalty? Or are there categories and geographies where consumers are immune to the temptation of other brands?

Fighting the invisible competition

Established brands can find that their market share is being nibbled on by numerous D2C brands, How should they respond?