Meet the challenger brand recreating the local pet shop experience online
Abbi ModaberiGrowing online retailer Paws.com is using both technology and a medically-trained customer service team to create a “personalised wellbeing service” for cats and dogs.
Why Toblerone ‘baked commerce into brand building’ to drive awareness
Abbi ModaberiHaving earned itself a reputation as a chocolate bar people either bought at the airport or discount shops, Covid gave Toblerone the punch it needed to reposition and relaunch the brand.
Dr. Martens: Brands need the confidence to constantly ‘reframe’ themselves
Abbi ModaberiMarketers should view their relationships with consumers as a “collaboration”, said global brand marketing manager Janine Hearn-Odell.
Aviva’s Raj Kumar on why simplicity is freedom
Abbi ModaberiThe outgoing group brand and reputation director explains why it’s crucial for marketers to avoid the “pet projects” of senior leaders and keep their eyes on the prize.