‘Led by the process’: One flooring brand on upending category conventions
Josh StephensonWith 80% of customers unable to name an underlay brand, Interfloor has embarked on a brand building journey to turn those figures around.
With 80% of customers unable to name an underlay brand, Interfloor has embarked on a brand building journey to turn those figures around.
The ad, which Apple has now apologised for, had a “less negative than you might expect” reaction from consumers, claims System1. However, it still falls short.
Linking marketing strategy to business performance is a powerful way to make a case for investment. But when macroeconomics mean growth is scant, building confidence can be tricky.
Thirty marketing executives will take part in this year’s Scholarship, which aims to help them develop the skills they need to take up senior and board-level roles.
Trading media metrics for the “right data” can help marketers prove to the CFO why certain investments are “worth every dollar”, says Ford Europe’s media boss.
The streaming service outperformed the broadcaster’s studio arm, amid wider plans to invest an additional £15m in marketing this year.
Despite increasing marketing spend in Q1, Airbnb is considering a potential tightening of activity to “drive growth” as it looks to become “more aspirational”.
The fashion retailer has appointed former PepsiCo and Nike marketer Fabiola Torres as its new global CMO, a position left open since 2022.
Our latest CX50 list of the UK’s top 50 customer experience professionals reveals the key trends in a set of varied and highly competitive sectors.
Planning to “break rules and honour traditions”, the alcohol-free beer brand is tapping into the summer of sport as part of a wider year-round push.
AI: Beyond the Hype. Should marketing leaders ramp up training in new tech for their existing teams or look to recruit talent with AI ‘expertise’?
AB InBev posted higher revenues but lower volumes in Q1 2024, as the Bud Light backlash continues to constrain growth.
Claiming the brand has “carried the business forward” in its push to become more than home search, Zoopla is taking a “scientific” approach to allocating marketing spend.
However you define marketing excellence, it’s essential those standards – and the outcomes – are shared with the wider organisation and documented for the future.
Since rebalancing its marketing mix to focus on brand building, Airbnb has reaped the rewards, though top marketer Hiroki Asai says its model will not work for all brands.