Brand diagnosis is the brand manager’s first job, so prioritise it
Mark RitsonMarketers have lost sight of proper research into what drives brand successes and challenges, distracted by the lure of woolly ‘insight’.
Marketers have lost sight of proper research into what drives brand successes and challenges, distracted by the lure of woolly ‘insight’.
By treating its salons as partners rather than customers, hair care brand Wella continued to strengthen its B2B market leading position last year. To drive further growth, the business is now hoping to build better awareness among its end consumers.
CEO Gavin Hattersley has defended the brewer’s marketing investment strategy after reducing overall spend in Q4, as sales fell short of analyst expectations.
The 2023 Marketing Week Career and Salary Survey reveals marketing’s strategic role within businesses has risen in the last twelve months, as brands look to marketers to help navigate the challenging environment.
Asking how a brand aligns with your core values and thinking about what compromises you’re willing to take are key questions for young marketers, says VP of brand marketing at Shutterstock, Skip Wilson.
Hinchliffe was promoted to UK CMO in July 2021 following the departure of Meghan Farren. His departure comes after more than eight years with the brand.
Half of all room nights booked in IHG hotels in 2022 were driven by its loyalty scheme, which has grown its membership 27% following its relaunch in April.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Live music experiences are places where brands can literally surprise and delight fans, so long as they are in tune with their euphoria and make the most of the marketing opportunity by starting early, while fans are in the discovery and planning phases.
In the first of a series of exclusive interviews with marketing veteran Rory Sutherland, created by Marketreach for its new Mail Unleashed campaign, Lis Blair, CMO at MoneySuperMarket, explains what she’s learned from the discipline of crafting direct mail campaigns.
If marketers are to reclaim their influence over the product in the 4Ps, how do they get the best out of their relationships with design agencies?
CMO Yilmaz Erceyes says the growing campaign is helping to recruit new and younger consumers into Premier Foods’ brands for the first time with its informational approach.
The hire comes as supermarket looks to fend off Aldi, which has been stealing share from the major supermarket brands.
Recent years have delivered uncertainty on an unprecedented scale, and while this shows no signs of changing, marketers should rely on their brand foundations and put trust in investing for the future.
Despite mounting losses, Purplebricks’ brand health is ahead of some of its biggest traditional estate agent rivals on measures including awareness, consideration and customer impression.