_Editorial

Brands can look to help people justify their instincts for self-preservation through emotional spending, and positioning themselves and their products as a way to fuel that self-gratification many will be craving throughout 2023 and beyond.

Nonprofits are a brand like any other. As such, it is important to have an authentic vision and voice and equally important partners that genuinely believe in what you’re doing.

As ever, an omnichannel approach will be the key to success for omnipresent brands and the marketers that can build a complete picture of consumers without cookies will take the cake.

Alongside recognition that the next 12 months will likely bring more financial turmoil, there’s optimism about finding ways around challenges and harnessing emerging opportunities

Clinging to certainty is understandable, but not always the best route to survival in periods of turmoil.

Although times are uncertain, be certain you’re putting a proactive foot forward and making every customer connection count.

Shoppers expect brands to step up during the cost-of-living crisis. But many marketers are working with smaller budgets.

There are so many types of creator programs to choose from when considering what works for you, including unpaid user-generated content all the way up to working with celebrities.

By leading across strategy, product innovation, smart use of data and creative transformation CMOs must craft the brand stories that build this critical trust.