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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.
Tesla’s marketing team cuts and McDonald’s stillness: 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 Elon Musk sacking Tesla’s 40-strong marketing team to McDonald’s shining a light on the power of ‘stillness’, it’s been a busy week. Here is my take.
Nestlé steps up innovation after ‘less energy’ devoted to it during inflation
Niamh CarrollThe FMCG giant is looking at “new category opportunities” as it looks to regain market share and tackle the threat of private labels.
‘Show you we know you’: Morrisons’ CMO on its mission to win customers back
Grace GollaschMorrisons CMO Rachel Eyre describes loyalty as a two-way street so says the supermarket must be “hyper-personalised” in its offer to get more people “voting with their feet”.
Marketers need to accept they are no more empathetic than anyone else
Andrew TenzerMarketers may like to be believe they can identify with a wide range of people but, in reality, they are as likely to be led by their biases as anyone else.