Brand purpose is one of the most hotly contested topics in marketing, but how can it actually be effective?
Modern marketing speak is so predictable, and examples of copycat culture in our industry are endless, says Amy Kean
Changing attitudes and disrupted markets, rising prices and digital yuan, space stations and meta brands... author Peter Fisk looks at key moments for the year ahead
CEO at Truant London, Chris Jefford, on how understanding fan culture in music can stop brands getting it wrong
From enjoyment and representation to regeneration, dismantling the system and the metaverse, Canopy Insight's Victoria Gerstman gives us five cultural trends for the year ahead
Brand positioning has evolved from a mark of ownership to an expression of purpose, but in an era of disruption more changes are on the cards, says Director at The Value Engineers, Giles Lury
RED UNIT's Thorranze Cheung looks at heritage brands for the new world and why it's important to preserve them, with examples from Polaroid, Burger King and IRN-BRU
Author Richard Shotton has one wish for marketing in 2022, it's that we focus on what doesn't change.
Truant London's CEO and Co-Founder, Chris Jefford, looks at what advertising can learn from music when it comes to driving attention
From creating a consistent brand identity to prioritising technology, dentsu international's Thomas Le Thierry sums up what brands need to do to achieve success in this space
Age shouldn't be the missing component of diversity and inclusion, argues Emily Fairhead-Keen, Strategy Partner at Wavemaker UK
Nikki Cunningham, MD of Curious, explores how Lush can achieve successful marketing in 2022 without the use of direct social media
With examples from Gucci and Vans, Sledge's MD, Sarah Yeats, looks at how immersion and branded content will be king in the year ahead
Eve Sleep’s CEO Cheryl Calverley on why she’s always looking to shake up the status quo