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.
Innocent on the ‘snowball’ effect of its 20-year-old ‘Big Knit’ campaign
Niamh CarrollInnocent practices ‘disruptive consistency’ in its marketing, balancing long-term initiatives like the Big Knit with shorter-term activity to drive buzz.
A brand is more than a commodity, the question is how much more
Helen EdwardsIt’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.
How Virgin drove a 1,562% increase in positivity about dyslexia
Marketing Week ReportersWith 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.
Unilever praises purpose amid fresh criticism from major investor
Charlotte RogersHaving branded the company’s focus on purpose “ludicrous” in 2022, fund manager Terry Smith has again accused Unilever of “virtue signalling”.
How plant-based brand Moving Mountains plans to win over meat eaters
Niamh CarrollPlant-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.
How TUI’s marketing team ‘futureproofed’ the brand
Marketing Week ReportersDespite 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.
The old purpose vanguard needs new ideas
Thomas KolsterBrand purpose needs to adapt and change. Most campaigns and initiatives are generic and superficial. Creativity, storytelling and being helpful is what’s needed.
‘The right decision’: Lush on the impact of its social media ban one year on
Niamh CarrollRegardless of commercial impact, marketing director Annabelle Baker says the decision was the correct one ethically, as the retailer curates “fandoms” on other platforms.
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Unilever’s CMO of ice cream on prioritising ‘product superiority’ over purpose
Niamh CarrollCMO 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 hails increased marketing spend as customer acquisition jumps
Niamh CarrollSage spent an additional £50m on marketing this year, as the B2B business refreshed its brand and revealed its first-ever purpose statement.
BrewDog’s anti-World Cup ads fail to catch consumers’ attention
Niamh CarrollThe 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.
John Lewis drops the special effects for purpose-fuelled festive ad
Niamh CarrollTaking 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.
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.