Power, political marketing and the fear agenda: everything you need to know

Our April magazine was themed around 'power, political marketing and the fear agenda', we've selected the best content from the magazine to highlight the big topics of debate around this burgeoning area for marketers.

Power, political marketing and the fear agenda: everything you need to know

Rachel Barnes: the time is now to celebrate digital mavericks

I'm sure you don't often scour our list of editorial contacts in the mag or on the website, but those eagle-eyed among you might have noticed something. Marketing's editorial team is 80% women.


General Election 2015: the fear agenda

At a time when consumer trust is in diminishing supply, ‘fear marketing’ has reached a new nadir, writes Suzy Bashford.

As human beings we are morbidly fascinated by death. We slow down on the motorway to gawp at the crumpled, blood-spattered mess of a car accident. When we read about a celebrity committing suicide in the news, we want to know how they did it.


Why Political advertising isn't working

The unveiling of political ads used to be a big event in the run-up to an election. Huge. Campaign launches sparked wall-to-wall coverage on mainstream media, were the top story on the 10 o’clock news and became the subject of many a water-cooler conversation. 


Reaching the missing millions

Women are becoming ever-more disengaged from the often hyper-masculine Punch and Judy performance of British party politics. What does this mean for brands, asks Nicola Kemp.


The truth about trust, hate and brands

As consumer sentiment toward institutions, businesses and brands continues to evolve, how can brands earn their trust in this fast-changing environment?


Marketers need to find creative freedom in a life less automated

Brands have become so enamoured by the personalisation they can achieve with big data that they've failed to consider whether they should, writes Nicola Kemp.


The trouble with the pursuit of being a 'trusted' brand

It may seem a simple marketing goal, but being trusted is a far from one-dimensional attribute, which reflects our complex relationship with brands, writes Helen Edwards.


Is winning consumers' trust the biggest challenge brands face today?

With the general election at the top of the marketing agenda and the HSBC scandal among the brand crises at the forefront of consumers' minds, trust is a key issue. Marketers must strive to do more to connect with consumers and reassure them that they are authentic and on their side.

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