Welcome back to your weekly update on the changes, trends, and movers-and-shakers making headlines across marketing, brand, consumers and more!
Below are a few thought-provoking articles to kick-start your week. Thanks in advance for reading – and in case you needed further motivation to have a skim, Mark Ritson provides a compelling argument for the value of knowledge-building as essential for our own effectiveness and professional standing.
BRAND & MARKETING
- Strategy – Visa CMO Lynne Biggar offers five brand lessons 10 years after Visa’s historic IPO.
- Brand – Fast Company explores Google’s “complicated” relationship with Android, suggesting that even Google can’t decide if the Android brand matters.
- Human & Cultural – We look at our phones every 5 to 7 minutes. Marketing Week explores this relationship, noting the decline in smartphone sales that’s accompanying the growing focus on “stripped back” phones, “entry-level” strategies, and innovation only when meaningful and incremental for the end-user.
- ROI – BBH labs reminds us of the power of brand through a collection of powerful charts and data points (including our own BrandZ research!).
- Organization – Mondelez is shifting the structure of its marketing team in an agility-focused effort to “get closer to consumers and enable a speedier response to trends.” Martin Renaud, formerly of Danone, will be global CMO with four regional CMOs reporting to him.
- Innovation – Three marketing chiefs at startups and industry-disruptors share their “must-have” marketing strategies and tips for success.
RETAIL & SHOPPER
- Shopper insight – WARC challenges common assumptions around shopper marketing, and recommends research methodologies reflective of the real world to help marketers avoid making costly mistakes.
- Retail / channel insight – Amazon’s commercial partnership with Monoprix will simplify shopping for high-end groceries for Paris-area customers. And, in case you needed more stats around Amazon’s size, this great infographic provides 140+ of them.
- Retail / purchase data analytics – Nike’s recent acquisition of Zodiac is its latest step in bolstering its customer analytics capabilities to deepen relationships and support its digital expansion.
- Channel strategy – Lululemon’s website only launched late last year, but, in combination with a reinvigorated digital efforts and brand marketing strategy, has helped elevate the athleisure brand to new levels.
- Retail execution / VR / AR – Ikea still does the majority of its sales through physical stores, but its big bets on digital will expand its options for interacting with customers “from big blue buildings on the freeway to a completely digital interface, to anything in between.”
- E-commerce – Adweek profiles three companies that are radically simplifying e-commerce (including one of our former clients, Boxed.com).
ON THE HORIZON
If you’re curious about the future of WPP on the heels of last week’s update on Publicis, check out the latest from Sir Martin. He shares his reactions to Publicis’ Arthur Sadoun’s acquisition ambitions, his diagnosis of current and future competition – and his optimism for Kantar Consulting being “a base on which WPP will build other layers to strengthen us!” (non-French-speakers will need Google Translate for this one!)
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