Comfort in a crisis: How brands can help us feel better
Matthew ValentineIn an age of lockdown and uncertainty, consumers have got a taste for nostalgia as they look for brands to offer a much-needed dose of comfort.
Conscious consumerism: How brands are rising to the challenge
Matthew ValentineFrom cutting back on red meat to upcycling clothes, conscious consumerism is on the rise and it has very real implications for brands across a variety of sectors.
Price premium: How brands are challenging the category norms
Matthew ValentineBrands from Nespresso to Seedlip are reframing the way consumers think about their products, shifting outside their traditional categories to claim a larger share of shoppers’ wallets.
Are brands living up to their purpose during the coronavirus crisis?
Matthew ValentineAs purpose is put to the test in the midst of the global Covid-19 pandemic, which brands are stepping up and which are missing the mark?
‘Most gambling ads are disposable’: Why Ladbrokes and Coral are relaunching their brands
Matthew ValentineLadbrokes and Coral are hoping to shift away from the gambling sector’s “disposable advertising” with a focus on entertainment they hope will build longer term brand affinity.
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Mars creates internal incubator programme for brand launches
Matthew ValentineFMCG giant Mars is extending its internal incubator programme into brand development after its success in testing new marketing ideas.
How joining Harrods at 16 turbocharged one marketer’s career
Matthew ValentineMichelle D’Vaz Plant began her career by tackling barriers head-on from her first job application to Harrods aged just 16, to getting to grips with airport retail and working for Dragon’s Den entrepreneur Peter Jones.
How brands are cleaning up the ‘wild west’ of influencer marketing
Matthew ValentineAmid claims of fake followers, bots and over-inflated reach, the brands sticking by influencer marketing are seeking greater transparency, stronger engagement and more meaningful relationships with the talent.
Why Sainsbury’s is betting on convenience with new store format
Matthew ValentineGrocery retailers like Sainsbury’s and Marks & Spencer are hoping to tap into the growth of convenience culture as they attempt to claim a greater share of spend among urban shoppers.
One marketer on how an apprenticeship took her all the way to the top
Matthew ValentineMichelle D’vaz-Plant kicked off her marketing career as an apprentice at Harrods aged just 16. Now head of marketing at the London Designer Outlet, she wants the next generation of apprentices to give the industry a much-needed shake-up.
Eastern promise: How brands are cashing in on Chinese purchase power
Matthew ValentineThe opportunities for brands on both sides of the East/West divide are appealing, but understanding the cultural nuances is vital to cash in on the potential of Chinese commerce.
Can Ikea spark a UK shopping centre revival?
Matthew ValentineFollowing its £170m acquisition of the Kings Mall in London’s Hammersmith, Ikea is on a mission to rejuvenate UK retail. But what does this mean for the wider shopping centre sector?
Reality bites: Retailers count the cost of Christmas past
Matthew ValentineDoes the latest retail carnage on UK high streets mean the sector has hit rock bottom? A hardening of attitudes to discounting may show that reality has started to bite.
How Lastminute.com hustled its way into travel’s top flight
Matthew ValentineThe Inside Story: On a mission to break the mould, Lastminute.com’s guerrilla-style marketing and fierce challenger brand mentality, laced with lashings of humour, helped disrupt the travel industry forever.
3 questions I wish I’d asked as a junior marketer: KFC’s Meghan Farren
Matthew ValentineIt was an unorthodox career path that led Meghan Farren to become CMO of KFC UK and Ireland, which is why she believes being bold enough to take calculated risks can pay off in the long run.