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Sainsbury’s sales slip as it focuses too heavily on ‘weak’ price message
Thomas HobbsSainsbury’s marketing is failing to connect with consumers if the latest brand tracking data is anything to go by.
‘Digital agencies forced to up their game as brands take more control’
Sarah VizardGrowing brand capability in and knowledge of digital marketing, as well as an increasingly technology-driven market, is putting digital agencies under increasing scrutiny, according to a new report.
Lidl’s marketing boss on how its new campaign stands out amid a ‘pattern of price-led’ messaging
Thomas HobbsLidl is calling on consumers to abandon popular FMCG brands, such as Cathedral City, Ocean Spray and Monster Munch, for its ‘better quality’ own-label goods as marketing director Arnd Pickhardt calls out rivals’ marketing for a lack of differentiation.
Wickes’ efforts to broaden its brand proposition results in female customer boost
Matthew ValentineHome improvement retailer Wickes says it has increased its female customer base by 69% thanks to its “proactive marketing to women”.
Authenticity should start with marketers not marketing
Laura ChamberlainIf authenticity comes from within, marketers should free themselves from expectations and identify the difference between competencies and skills.
How one market-leading startup is scaling a brand-new retail category
Michaela JeffersonHaving created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
Is marketers’ job tenure hurting the effectiveness of brand building?
Josh StephensonWhile changing jobs frequently may be good for career development, what are the unintended consequences for brand building?