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.
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 Halfords issuing a profit warning to the gold standard in B2B brand building, it’s been a busy week. Here is my take.
Few brands are growing their marketing teams, and all-female functions are rarer still. While PatPat’s lead marketer Ranu Coleman didn’t intend for it to be an all-female team, there have been some unexpected benefits.
Media buying is trending towards hyper-personalisation, but sometimes broader targeting through high-quality media will reach more potential customers.
As Mastercard marks 26 years partnering with the Brits, marketing boss Raja Rajamannar discusses consistency, sonic branding and why Generative AI requires serious thought.