5 articles
Discover how to use AI effectively in marketing without making your brand invisible. Learn to leverage AI for idea exploration and build creative systems, ensuring your unique brand voice and emotional connection with customers shine through.
Fortnum & Mason is enhancing its afternoon tea with exclusive, house-made strawberry preserve and a unique orange curd. This move highlights the brand's strategy of offering proprietary products, strengthening its market position and potential for increased profitability.
Brands often fail at influencer marketing by treating it as a one-off experiment. Industry analysis suggests that successful campaigns are built on a systemic approach, prioritizing authentic storytelling and user-generated content over direct promotion.
Brands are urged to ditch scripted content in influencer marketing. Empowering creators with clear goals and key points, rather than rigid scripts, leads to more authentic content, increased trust, and better conversion rates, ultimately boosting ROI.
OnePlus's journey from a niche enthusiast brand to a mainstream player is a masterclass in survival, albeit one that saw the dilution of its original identity. The company's strategic pivot offers a blueprint for longevity in the competitive smartphone market.
