Tag: marketing
-
TransferWise All the Wiser. How Outgrowing a Purpose Affects Brand Name
What happens when a company’s name no longer fits it’s purpose? For TransferWise, the name no longer represented everything the company offered, so they changed it, by dropping the “Transer”. In 2021, the financial technology company rebranded as Wise, demonstrating how a small change in naming can communicate a much larger shift in brand positioning.…
-
The Brand Life Cycle: How the 4 Ps Shape Brand Success and Consumer Loyalty
The brands LONA, OURA, and Clorox illustrate the marketing mix’s role at different life-cycle stages, focusing on establishing identity, expanding reach, and reinforcing reputation while creating consumer value.
-
KPIs and Business Goal Alignment: Focusing On What Matters
Digital marketers should focus on relevant key performance indicators (KPIs) that align with their business objectives. While various metrics like website clicks and engagement provide insights, the right KPIs help track progress towards specific goals, enabling marketers to make informed decisions and improve campaign effectiveness.
-
Leveraging Marketing Analytics Across Departments
My Cozy Marketing Office Just Got Crowded When planning out my career in marketing and digital analytics, I thought about a cozy office in the marketing department. Maybe even something work from home that required a few chats with the fellow marketers and supervisors here and there. I think about website traffic, clicks, conversions, social…
