Superdry’s returning founder can restore the brand’s DNA
Founders live and breathe their brands, and Superdry’s Julian Dunkerton should be able to correct the strategic mistakes of the past, as long as he’s not stuck in the past himself.
Founders live and breathe their brands, and Superdry’s Julian Dunkerton should be able to correct the strategic mistakes of the past, as long as he’s not stuck in the past himself.
Time and again companies have proved unwilling to stick to their lofty purpose statements when it costs them money. For purpose to have any meaning, corporations need to put it before profit.
Distinctiveness and differentiation are both integral to brand success so there doesn’t need to be a trade-off between the two.
From titans of industry to serious misconduct investigations, this year high-profile founders lost their shine as employees and brands seized back control.
People’s view of their personal finances improves in April but hides a general flatness to consumer confidence that is taken a while to shift.
The rules of content marketing are evolving faster than ever – here’s why.
Unilever is aiming to grow its brands through innovation that “scale and build categories”, rather than simply delivering “new news”.
Sainsbury’s reported higher than expected profit growth and increased optimism for its Nectar loyalty proposition, which it says is strengthening its retail media offer.