As money gets tight the popularity of supermarket own labels will only increase, so the single most effective thing any marketer can do to protect their brand is build it.
Exclusive research from Marketing Week reveals 14.9% of marketers focus solely on brand marketing, versus 8.6% of their peers whose main focus is performance marketing.
Despite the rising prominence of effectiveness on the corporate agenda, marketers still want businesses to better integrate such metrics into their strategic thinking.
While food companies often stretch their brands into new categories, few stand the test of time. However, brand consultants say the buzz generated from these products can make the endeavour worthwhile regardless.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
As Gap Inc looks to right size its business, it is planning to “reevaluate” its marketing and technology investments to better position itself for “long-term growth”.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From our Language of Effectiveness survey results to Peloton’s business turnaround, it’s been a busy week. Here is my take.
The whisky brand’s aims for the next year are to drive cultural relevancy, enhance its physical experiences, and “transform” digitally, according to its global marketing director.
TikTok has become a key driver, not just of reach and awareness, but also conversions and sales, which is seeing it take a core role within brands’ ecommerce strategies.
Andrex is upping investment in its latest brand campaign, which highlights the emotional symbolism its brand mascot has built over the last five decades.
We arm you with all the numbers you need to tackle the week ahead.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
With plans to grow beyond its 5 million UK customers, the digital app is challenging financial stereotypes and championing the “money underdog”.
Claiming its brand remains in “exquisitely good” health, Peloton plans to invest in growing awareness of its new products and initiatives which target a broader customer base.
Coty is focusing on return on investment (ROI) “more than ever” in its marketing, as it looks at the allocation of its budget, CFO Laurent Mercier has said.
Kehoe replaces former chief product and marketing officer Sara Bennison, who left Nationwide in the beginning of July after six years in the role.
Since restructuring in February, Spotify has been able to roll out almost weekly initiatives across its 10 key markets, according to the audio platform’s top global marketer.
Far from being content to play second fiddle to the established players, no and low alcohol brands and plant-based products are focusing on their visual identity as a means to capture market share.
The group behind EasyJet, EasyHotel and EasyGym is now looking to compete with the likes of Just Eat and Uber as it launches three new business ventures.
Even if John Lewis cocks up in its bid to rent homes to the masses, the blowback on its department store business will be limited – even non-existent – thanks to the magic of brand extension.
Heineken launched hard seltzer Pure Piraña in Europe last year. However, a lack of familiarity among UK consumers is holding the category back, the firm’s UK marketing director says.
It’s easier said than done but if you’re a female marketer trying to progress into leadership, grant yourself permission to be the real you, as authenticity will help you avoid the trap of being torn between trying to be more visible and following suit.
While some found offence in the ad, perhaps justifiably, what’s certain is that the controversy will boost brand recognition and, ultimately, sales.
From ROI to cost per acquisition, the terminology used to describe marketing can often be confusing, even to the smartest of people. It’s time for some much needed clarity.
The latest campaigns, creative effectiveness and performance from the UK’s top agencies. Brought to you by Oystercatchers.
A look the fundamentals of storytelling that marketers should consider in both external and internal communications, covering topics including storytelling elements, aligning stories with explicit and implicit brand values and how data can inform storytelling in marketing.
This quick guide covers the benefits and opportunities for brands in B2B social selling, looking at the key steps for planning a social selling strategy, evaluating the main social platforms and giving advice on empowering employees and measuring success.
This quick guide gives marketers the tools to develop a social media strategy, detailing how to align social with content, and approaches to measurement based on identifying clear objectives.
Sports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
Sainsbury’s magazine recipe scored in the top 30% of UK ads for its ability to grab attention, as well as in the top 25% for building salience and the top 10% for brand cues.
Using new tools to optimise campaigns before launch and taking a “brave” approach to driving progress have helped Boots CMO Pete Markey produce more effective advertising.
With research suggesting the appetite for in-housing is ramping up as new skills gaps emerge, is this the answer for all brands and what is the future for agency relationships?
With 11% growth in ‘sustainability’ as a skill for marketing jobs in the past year, do marketers have the right skills to thrive in the green economy?
On a mission to tackle the lack of socio-economic diversity within marketing, M&S, Unilever and the School of Marketing discuss why championing apprenticeships could be the answer.
Coca-Cola says it is focused on bringing “unique” experiences to consumers both online and through physical offerings, starting with its new London store.
With new research revealing a 7% drop in consumer participation in loyalty schemes, brands from Boots to BMW are innovating their propositions to keep consumers engaged.
Communicating goals to everyone across the business is vital to ensuring a great customer experience across all touchpoints, say senior marketers from Octopus Energy and the FT.
Despite economic, political and social confidence being in short supply, Ian Dury and the Blockheads’ classic 70s anthem is a great reminder that our industry still has many reasons to be cheerful about the future of marketing and advertising.
Brands are seeing the benefits of dropping their guard on TikTok, making authentic connections through entertaining content that not only drives awareness but also shortens the path to purchase.
Media investment is often cut when savings are required, but analytics shows it damages sales. The right move is to focus on planning and optimising campaigns.