Making the transition from disruptor to viable long-term business is not easy but in order to stand the test of time brands must continually evolve and take risks while staying true to the values that made them a success in the first place.
Consumers do not always say what they mean, which is giving rise to new forms of market research based on emotional reactions.
Businesses frequently use the term, but what does it actually entail and who should be responsible for its execution?
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 The Gym Group’s rebrand to On The Beach’s campaign backlash lessons, it’s been a busy week. Here is my take.
In this latest briefing, Econsultancy explores digital PR and an introduction to writer and blogger outreach.
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.
The latest consumer confidence barometer show Brits are growing increasingly fearful about their finances and the wider economy, with no end yet in sight.