Mars CEO: Attacks on brand purpose are ‘nonsense’
Niamh CarrollDismissing its critics, Mars’s CEO believes brand purpose is an essential tool for “quality” companies in both talent acquisition and driving profit.
Dismissing its critics, Mars’s CEO believes brand purpose is an essential tool for “quality” companies in both talent acquisition and driving profit.
Innocent practices ‘disruptive consistency’ in its marketing, balancing long-term initiatives like the Big Knit with shorter-term activity to drive buzz.
It’s true a product’s purpose is to perform its function effectively, but the value of a brand is in making consumers believe it does more than that.
With 97% of the population still viewing dyslexia as a medical disorder, Virgin Group teamed up with LinkedIn and Dictionary.com to reframe the national conversation.
Having branded the company’s focus on purpose “ludicrous” in 2022, fund manager Terry Smith has again accused Unilever of “virtue signalling”.
Plant-based meat alternative brand Moving Mountains is targeting more mainstream consumers for growth, believing it can win them over through its taste and sustainability credentials.
Despite suffering the adverse effects of Covid, TUI decided to come out swinging with a new purpose, strategy and identity designed to futureproof the brand until 2027 and beyond.
Brand purpose needs to adapt and change. Most campaigns and initiatives are generic and superficial. Creativity, storytelling and being helpful is what’s needed.
Regardless of commercial impact, marketing director Annabelle Baker says the decision was the correct one ethically, as the retailer curates “fandoms” on other platforms.
CMO Julien Barraux is on a mission to find Unilever’s next billion-euro brand, as its ice cream brands enter a new era as their own business group.
Sage spent an additional £50m on marketing this year, as the B2B business refreshed its brand and revealed its first-ever purpose statement.
The majority of beer drinkers and football fans aren’t aware of BrewDog’s World Cup ‘Anti-Sponsor’ campaign, and there is a lack of strong reaction either way among those who are.
Taking a cue from customer sentiment amid the cost of living crisis, John Lewis has swapped glossy effects for a simpler story highlighting the experiences of children in care.
With 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.