In a societal crisis, what should marketers do?
Brandberries feature Fiona Blades on why the future of marketing is about multi-sensory brand experiences
Emotional connections are made with a combination of all five senses yet often the vast majority of brand communication focuses on just sight. Find out what pioneering brands have been up to and how to better measure these sensory initiatives.
Benchmarks are an important part of our decision-making. However, pick the wrong benchmarks, or contextualise them misguidedly, and you risk making the wrong decisions.
No other sector needs to rebuild trust, consideration and advocacy in the way retail banking does. In addition, the continuing digital revolution is increasing media fragmentation, making it more challenging for media planners to get the best..
The Marketing Society feature Fiona Blades on the hidden drivers of persuasion in retail banking.
Five rules to make a positive impact on brand consideration in your brand
Marketers often find that certain touchpoints can get left off media and channel plans due to a lack of understanding about how they work. For over a decade we have been capturing experiences across markets, sectors and products, so we tend to..
First Direct win out when you look at customer satisfaction, however, when you look at customer experience or brand experience, it’s Nationwide that’s the star performer.
We are overloaded with data – it’s coming from our call centers, our websites, our retail partners, our media agencies. Yet in spite of being awash with data, we have a data black hole. We’ve got GRPs, click-throughs, Likes, Share of Voice to..
Challenger banks are all the rage! From Atom to Monzo, Virgin to Metro, everybody’s talking about the changing face of banking. Open banking and the CASS initiative is laying the groundwork for easy switching.
We are surrounded by headlines like “America is facing a ‘retail refugee crisis’ as thousands of stores shut down and millions of people become the ‘blacksmiths of their era’” (Business Insider, September 2017). We knew that digital would..
Fiona Blades, President and CEO of MESH Experience, recently had the opportunity to speak at the P2P Institute’s League of Leaders in Chicago. This event is one of many, as Fiona has been traveling and spreading the word of a revolution in market..
The future of retail is transforming before our eyes at a speed we may not have imagined possible. “America is facing a ‘retail refugee crisis’ as thousands of stores shut down and millions of people become the ‘blacksmiths of their era’”..