Brand Relevance in a Social Media Age

These days it matters even more to invest resources towards crafting your brand and there is one very simple reason: social media is unforgiving. A brand must be relevant, which means you should conduct a brand audit from time to time to review and refresh. Too often, a brand refresh goes no further than a new logo. The customer experience must be at the centre of your branding efforts. Read more

Adweek Voice: One Screen to Rule Them All

TV viewing declined for the second year in a row, according to Adweek, but not because media viewership has decreased. Instead, consumers are shifting their attention to new technologies, with mobile rapidly becoming many peoples' primary screen. Read more

Marketers must spend more seriously on social

Marketers have been warned to take social media more seriously and enforce higher standards of planning, strategy, and evaluation, according to a study reported by MarketingWeek. The Warc 'Seriously Social' report reviewed 800 award-winning campaigns and found that social campaigns were shorter, involved lower budgets, and were less likely to deliver quantified results. Read more

How to retain trust in your brand

The 2013 Edelman Trust Barometer was released this week. MarketingWeek reports that the global survey of consumer trust in institutions, industries, and leaders found trust in business is improving but remains fragile. Read more