_Editorial

When a brand does decide to engage, having the right internal and external team is essential to figuring out what a brand’s values are, what causes are important to them, and how they speak about those causes when the time comes.

It’s time companies switch from the old way of doing things — asking for feedback — and start gathering feedback through their customers’ behavior.

The biggest legacy the Women’s EURO can leave England is a rise in grassroots football – where there are hugely important societal benefits at a local community level to be made.

While every marketer has a few tricks up their sleeves, MrBeast teaches us what it’s like to be a marketing magician, masterfully combining channels and functions to meet the needs of his growing audience.

What’s more detrimental than a public break up of a relationship or deal, is witnessing a brand that bends in all directions to get the deal done, at the cost of losing sight of what it stands for.

Businesses – with the help of experts – can use technical tricks and proxies that help to make comparisons, develop scenarios, or use test & learn approaches.

Fueled by new-gen tech and a boom in digital retail, the back-to-school season will be more profitable than ever this year: but brands that thrive will need to do their homework.

People can’t fault a brand for wanting to turn a profit or increase its target reach, but they can — and will — choose to buy only from one they feel aligns with them and is worth supporting.