Kenny Jacobs, chief marketing officer, Moneysupermarket Group

Jacobs’ mission is to shake up the category and show consumers that not all price comparison is the same. Since joining in late 2012, he has used his customer insight expertise, gained at Tesco, to that end. He has also initiated a rebranding exercise online, as well as reviewing Moneysupermarket’s CRM strategy.

Additionally, he’s evolving its approach to position the brand as "on the side of consumers" and expanding the campaign into categories such as travel. Jacobs’ international experience is bound to be an asset as the site expands to new territories.

@Kenny_Jacobs

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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