Which retailers are winning the battle for third party brands?
Matthew ValentineWhile M&S and Next can see a profitable future in selling third party brands, has John Lewis got its strategy wrong?
‘It’s a pivotal moment’: Skoda targets new customers with electric push
Matthew ValentinePlanning a leap forward in both product and brand image, Skoda is looking to target a new customer base with the launch of its fully electric model.
Growth Hacks: Yoppie on why customer engagement is a non-stop process
Matthew ValentineAfter notching up a 21,500% annual increase in users, period care brand Yoppie puts the strength of its community firmly at the heart of its growth story.
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Ritson on the 10 traits of a successful marketer
Matthew ValentineMarketers at the top of their game possess 10 key traits, according Mark Ritson, from the willingness to trangress, an affinity with simplicity and an understanding that strategy means sacrifice.
Could the rise of virtual worlds spell the end of the corporate brand?
Matthew ValentineAs we move increasingly into virutal worlds and the very notion of self changes, brands must prepare for a time when personal brands usurp corporate brands, predicts futurist Tracey Follows.
Santander’s marketing boss on why there’s ‘no role’ for focus groups
Matthew ValentineFocus groups are “incredibly unhelpful” in the market research mix, according to Santander UK chief customer and analytics officer Saj Arshad, who believes new methodologies are proving to be more effective.
How brands have used lockdown as a testbed for DTC success
Matthew ValentineEstablished brands from the worlds of FMCG to automotive have used the pandemic as an opportunity to accelerate their ecommerce plans and make a DTC debut.
How Volvo attracted ‘conquest consumers’ with its DTC play
Matthew ValentineVolvo has avoided the slump in the wider automotive sector and grown its UK sales of new cars by 15%, attracting a younger, urban customer with a mixture of flexible subscriptions, electric models and a DTC push.
Lockdown easing lifts consumer confidence to pre-lockdown levels
Matthew ValentineConsumer confidence is on the verge of returning to positive territory for the first time this summer.
KFC resurrects ‘finger lickin’ good’ tagline
Matthew ValentineThe famous slogan has been revived for KFC’s latest advertising campaign, after a year on temporary hiatus as the brand responded to Covid-19.
‘Marketing muscle’ helps McDonald’s beat pre-pandemic sales
Matthew ValentineThe fast food chain’s CEO says maximising marketing “in a culturally relevant way” and a focus on simplicity and customer needs has helped it drive growth despite Covid.
Growth Hacks: Pip & Nut on the beauty of being obsessed
Matthew ValentineNut butter brand Pip & Nut puts its high speed growth down to obsessive attention to detail, quality control, making lists and squirrels.
Resisting ‘overproductivity’ and other lessons from a year of remote working
Matthew ValentineNobody has all the answers about how remote working will change jobs as the UK eases out of lockdown, but after a year of experiments brands now know which questions to ask.
Meet the top scoring marketers who helped fictional brand Moon skyrocket
Matthew ValentineFrom being identified in the Marketing Week Top 100 to gaining top grades on the Mini MBA in Brand Management, these marketers are at the top of their game.
Context is king: Why brands are rethinking their KPIs
Matthew ValentineThe three C’s of customer, competition and company may need to take a back seat to context, as brands adjust their KPIs to meet the demands of the Covid-dominated business environment.