Lego is targeting parents on Facebook through a partnership with the social network for its “Kronkiwongi” campaign, the latest in a line of efforts to involve co-creation in its marketing strategy.
A few years ago I wrote about the wild and concerning variances across different brand valuations. In my usual understated style, I suggested that despite the power and prestige of big valuation firms Interbrand, Millward Brown and Brand Finance, there was a possibility that much of what they do was bollocks.
No matter what way you look at it, last week’s announcement by Tesco that it made a loss of £6.38bn in its last financial year represents a colossal fall from grace for Tesco, with shareholders once banking on the supermarket, in its Sir Terry Leahy heyday, for routine market consistency.
Marketing Week reveals the top 10 marketers in consumer goods, technology and luxury, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
Consumers’ enjoyment of food is influenced by what they see and know in advance, and while flavour-focused messages improve perceptions, health-based ones actually harm them.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Marketing Week reveals the top 10 charity and not-for-profit marketers, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.