How one market-leading startup is scaling a brand-new retail category
Michaela JeffersonHaving created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
Michaela is Marketing Week’s former news editor, writing about retail, finance, media and luxury brands, as well media measurement and marketing effectiveness. She joined Marketing Week in 2021 as head of news after three years covering the media industry for Mediatel News (now called The Media Leader).
Having created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
From repositioning as a revenue generator to nailing the message internally, B2B marketers need to be patient, brave and tenacious if they want to land investment.
Rather than sticking slavishly to the 60:40 rule, flexing the balance between long- and short-term investment could prove fruitful for SME marketers balancing the books.
Five B2B marketers share the lessons they learned when things didn’t work out, which can often be even more valuable than the successes.
In the third installment of our series looking at what it takes to build B2B brands effectively, marketing leaders from KPMG, Vodafone Business and EY share their thoughts on research and category entry points.
Marketing leaders from EY, Vodafone Business, KPMG and Quickbooks share their thoughts on the value of distinctive assets and tone of voice in the next installment of our series on what it takes to build B2B brands effectively.
In the first of a new series looking at brand-building best practice in B2B, we speak to CMOs at companies including KPMG, QuickBooks and RS Group about brand diagnosis and positioning.
From AVOD and retail media to artificial intelligence, we share the five trends that will shape media in 2024.
Optimism is in short supply as marketers face up to another year of constrained spend – but where that spend will be directed is ever-evolving.
A few years ago purpose was seen as the solution to any brand problem. But now with even cheerleader-in-chief Unilever stepping back, where does purpose go next?
The lessons marketers gain when things don’t go to plan can be even more valuable than the successes.
Marketing leaders from Cadbury, Sage, Boots, Guinness and Yorkshire Tea share their thoughts on the brand codes and tone of voice in the next installment of our series on what it takes to build brands effectively.