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Coca-Cola CEO: Renovation of existing products can be as impactful as innovation
Niamh CarrollCoca-Cola has innovated by creating long-lasting new products, renovating existing products, launching “novel” products, and designing new pack formats, all of which are “driving the business”, says CEO James Quincey.
Does your brand measure up when it comes to mental availability?
Lindsay RapacchiMore and more brands are talking about mental availability, but talk is cheap. To understand its value you need to recognise it for what it is – a metric to be measured, studied and tracked.
‘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.
B2B skills gaps and John Lewis’s U-turn: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From new research revealing the key skills B2B marketers feel they are lacking to John Lewis reviving its ‘Never Knowingly Undersold’ price promise, it’s been a busy week. Here is my take.
Brand has ‘never been more important in B2B marketing’, research reveals
Hannah RashbassDentsu research into B2B buyers finds that brand building is becoming increasingly crucial to win contracts in the B2B world.
It’s time for marketers to speak the language of finance, not the other way round
Martin DebooMarketing and finance are often portrayed as adversaries, but having worked in both agencies and as an investment analyst, Martin Deboo argues marketers are misguided in how they attempt to build understanding with finance.
UK watchdog accuses Google of abusing dominance in sector to gain unfair advantage
Grace GollaschAn investigation by the CMA has provisionally found that Google’s market dominance and “self-preference” could harm thousands of UK publishers and advertisers.