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‘It was just too much’: Brand building lessons learned the hard way
The lessons marketers gain when things don’t go to plan can be even more valuable than the successes.
‘Any brand’s biggest strength’: Top marketers on the value of distinctive assets and a consistent tone of voice
Michaela JeffersonMarketing 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.
Best in class brand building: Top marketers on getting brand diagnosis and positioning right
Michaela JeffersonIn the first of a series of articles looking at what it takes to build brands effectively, Boots, Yorkshire Tea and Cadbury – three of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on the importance of brand diagnosis and positioning.
Don’t get ‘bamboozled’: Marketers on the best approach to research and category entry points
Michaela JeffersonIn the next installment of our series looking at what it takes to build brands effectively, marketing leaders from Sage, Boots, Guinness and Yorkshire Tea – four of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on research and category entry points.
Greenpeace puts pressure on Dove as Unilever admits sustainability work ‘far from over’
Molly InnesThe campaign group’s latest film subverts Unilever’s marketing by taking aim at Dove’s Real Beauty campaign on its 20th anniversary.
Dunelm praises ‘broad value proposition’ as customer numbers rise
Niamh CarrollThe homeware retailer has driven more small-ticket purchases this year, as it increased volume sales by 6.2% and sales value by 4.1%.
There’s no such thing as ‘performance branding’ marketing
Mark RitsonBrand marketing drives sales but performance doesn’t build brand. Most marketers should separate the two, or they’ll risk under-investing in long-term growth.
Marketers are the architects of creativity, not bystanders
Andrew GeogheganMarketers shouldn’t leave creativity to their agencies, but use customer insight and business objectives to create a long-term vision with clear direction.