Will Carlsberg’s brave new strategy succeed? Probably
Carlsberg has turned its famous strapline on its head to admit it is ‘Probably not the best beer in the world’, a move that recalls its heritage while achieving a much needed repositioning.
Carlsberg has turned its famous strapline on its head to admit it is ‘Probably not the best beer in the world’, a move that recalls its heritage while achieving a much needed repositioning.
The babycare brand believes it has a key role to play in changing the conversations about parenting and is looking to disrupt the “unrealistic” image of parenthood with the launch of its first global campaign.
The rush to show immediate return on investment encourages tactics that ultimately reduce a brand’s ability to grow profitable sales, argues consultant and keynote speaker JP Castlin.
The ethical beauty brand’s desire to “stop fighting with algorithms” and reconnect with consumers is admirable, but ditching social to do so could prove a costly error.
Monzo’s new marketing boss says brands often underestimate the importance of distinctive assets as it launches its first brand campaign in five years.
We arm you with all the numbers you need to tackle the week ahead.
In a challenging environment with economic pressures and rivals to contend with, can creating a holistic marketing excellence culture give brands the cutting edge?
Who Gives A Crap is now the third biggest toilet roll brand in the UK, and is looking to above-the-line media, retail listings and consistently “doing things differently” to continue that growth.