While some companies are making cuts to marketing spend given the current economic situation, dessert brand Gü is upping investment as it looks to strengthen its brand.
The Gym Group is on a mission to drive awareness, as marketing director Emily Kortlang admits it doesn’t currently match up with what the business has achieved.
Our marketing columnist examines the underwhelming response of the major social media brands to the TikTok threat and explores the perils of competitor orientation.
By focusing on long-term brand building over short-term ‘Bat-Signal’ marketing, UKTV has been able to grow the share of some of its key channels by a “very significant” amount.
Since joining Blackstone from Droga5 last summer, Jonny Bauer has been on a mission to enhance the strategic muscle of brands across the private equity firm’s portfolio.
A commitment to data, combined with the campaigning spirit of the Obama administration, helped the marketers behind the London 2012 Olympics build a lasting legacy.
One of the “biggest hurdles” for the hotel giant behind Holiday Inn and Crowne Plaza is customers don’t realise its 17 brands are connected, says vice-president of masterbrand strategy Connor Smith.
Despite claiming a sizeable US presence, the Mexican casual dining chain is approaching its UK expansion with a “challenger spirit”.
Aston Martin aims to drive salience and differentiate its brand by building a more “emotional connection” with consumers.
Yorkshire Tea is on a mission to grow the declining black tea category while luring “habitual shoppers” of other tea brands.
There are endless examples of brands that have switched to new business models through circumstance or necessity. The key is to do it on your own terms.
Celebrating its 100th anniversary this year, apparel brand Dickies is on a mission to cater to a diverse consumer base spanning builders and tradespeople to skaters and artists.
Mitchells & Butlers has just refreshed three of its core brands – O’Neill’s, Ember Inns and Sizzling Pubs – to help retain the younger consumers it attracted during the pandemic.
The proportion of UK consumers that factor sustainability into their decisions when buying cosmetics and toiletries has never been higher. But, as new research by Teads reveals, major hurdles for marketers remain, from confusion to comparability to relying too heavily on social media to get their message across.
Bose hasn’t always been in the right places says CMO Jim Mollica, who wants to take the premium audio brand on a modernising journey – starting with becoming a content publisher.