What do RyanAir, Aldi, Ikea, H&M and Amazon have in common? According to Kenny Jacobs, Chief Marketing Officer (CMO) at RyanAir, these are all brands that appeal to customers because they allow them to spend money smartly. It is less about “The brand is cheap. The customers are skint”. More about “The brand is … Continue reading RyanAir CMO says: It’s not cheap. It’s smart.