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Häagen-Dazs on how it’s trying to become an ‘iconic’ brand again
Sarah VizardThe ice cream brand’s top UK marketer wants to build on last year’s Wimbledon campaign to rebuild relevance, particularly among millennials, as it looks to get back to its disruptive roots.
Ritson: If BMW is too radical with its brand revitalisation it will be on the road to failure
Mark RitsonBMW’s brand revitalisation efforts must find the perfect balance between heritage and modernity. It’s going to be a tough job but with former Mini marketer leading the charge the brand is in good hands.
Why building long-term brand loyalty starts from within
Thomas HobbsBrands must understand every aspect of consumers’ lives and strengthen social bonds if they want to secure loyal, happy customers, but first they need to empower employees, according to new research shown exclusively to Marketing Week.
Efficient marketing and CMO tenure: Your Marketing Week
Lucy TesserasAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the impact of marketing budgets being cut to the value of longevity, it’s been a busy week. Here is my take.
Netflix subscribers climb after password sharing crackdown
Grace GollaschNetflix says it will stop reporting subscription numbers, instead looking at engagement as a key indicator of customer satisfaction and the future strength of the business.
‘That’s why we go to Iceland’: Iceland tweaks long-running brand slogan
Niamh Carroll‘That’s why mums go to Iceland’ has been a long-running slogan for the retailer, but it has been tweaked to reflect “all aspects” of its consumer base, its chairman says.
Marketers on the ‘perfect blend’ of internal talent and external expertise
Ellen HammettIn a bid to create best-in-class teams, how are marketers striking the balance between rewarding existing talent and bringing in new blood?