Dr. Martens to push up prices after consulting with consumers
Niamh CarrollDr. Martens says there is “more value” in the brand than it is currently charging, with the footwear maker “stronger than ever” after upping marketing investment.
Premier Foods to capitalise on home dining opportunity with additional brand spend
Niamh CarrollThe food manufacturer has recorded an average growth of 5% in its brands business across the last three years.
One plant-based brand on staying consistent to cut through the noise
Niamh CarrollTen years in and following its acquisition by Britvic, plant-based drinks brand Plenish is on a mission to achieve the next level of growth.
‘The future takes time’: Heinz on its ‘right to play’ in the pasta sauce market
Niamh CarrollHeinz believes prioritising innovation is the key to growth, a strategy which includes apologising for being ‘ridiculously late’ with the launch of its pasta sauce range.
M&S ramps up value proposition ahead of Christmas despite profit slump
Molly InnesWhile the cost of living crisis is putting pressure on customers, Christmas is still top priority, according to CEO Stuart Machin.
Why Channel 4 is ditching the All 4 brand and adopting one cross-channel identity
Michaela JeffersonThe broadcaster plans to unite all of its channels and services under the Channel 4 brand, with CMO Zaid Al-Qassab promising “one seamless experience” for viewers.
How Gymshark is broadening its appeal to become ‘the biggest British brand ever’
Niamh CarrollWith the launch of its first retail store and an evolving media strategy, Gymshark’s chief brand officer and CEO are bullish about brand’s ability to reach beyond its core customer base.
How one B2B brand transformed perceptions of its business by thinking more B2C
Michaela JeffersonBy adopting a more emotional approach to its marketing and experimenting with its media mix, Maersk has successfully shifted perceptions of its brand and grown both revenues and profits, its head of marketing explains.
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Follow Shania Twain’s lead and make sure product isn’t the forgotten P of marketing
Mark RitsonOur marketing columnist experiences an epiphany on his couch that leads him to revise his opinion of Heinz pasta sauce and the state of modern marketing.
Growth Hacks: Cloud Nine on why it is not a challenger brand
Molly InnesAlthough it was founded more than a decade ago, hair tools firm Cloud Nine’s brand journey kicked off properly three years ago, and it is already leading to significant growth.
Beyond ‘revenge travel’: How Premier Inn is changing its brand positioning amid cost crisis
Molly InnesIn the second iteration of its ‘Rest Easy’ brand platform, Premier Inn is honing in on its reliability messaging as its customers move away from post-pandemic travel, towards a cost of living crisis.
‘Patience, trust, accountability’: How digital bank Chase reached 1 million customers within a year
Michaela JeffersonCMO Deborah Keay explains how Chase has managed to take a well-known US retail banking brand and turn it into a digital-only success story in the UK.
Marketoonist on brand names
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Afrocenchix’s CEO on the power of ‘servant leadership’
Charlotte RogersDespite the mounting challenges of running a business in 2022, Rachael Twumasi-Corson believes transparency, counting the wins and being kind to yourself are the hallmarks of strong leadership.
How Oddbox grew its brand on a startup’s budget
Michaela JeffersonBy investing in media beyond Facebook and Instagram, shifting its messaging and moving towards integrated campaigns, Oddbox was able to boost brand awareness and salience, and achieve its best month for customer acquisition.