Google, Coke and John Lewis mark a big week for brand architecture
The way companies structure their brands gets little attention but is of huge importance, as three high-profile stories have reminded us this week.
The way companies structure their brands gets little attention but is of huge importance, as three high-profile stories have reminded us this week.
Cannes Lions 2018: Marketing still matters in a world of mass disruption, says P&G’s chief brand officer, it just means working smarter, cutting out waste and becoming more equal.
To maximise both revenues and savings, Sainsbury’s and Asda’s merger must get brand architecture right, unifying operations while keeping the brands distinct.
A lot has changed since Marketing Week was first published in 1978, but the search for differentiation, the need to understand customers and the battle for brand supremacy will always be marketers’ key challenges.
Tesco retains a “healthy dose of paranoia” about taking on the “intensely competitive” supermarket category, despite value play delivering market share gains.
The sports brand is making its “biggest marketing investment ever” to focus on performance positioning.
Marketers believe they are having a greater impact on business, but still feel held back by the age-old perception marketing is a cost rather than an investment.
AI: Beyond the Hype. Is there a role for AI in creative “co-creation” that is both effective and ethical?