Colgate is launching a sonic identity as it embarks on an “emotional” brand building strategy in a bid to differentiate itself from FMCG rivals.
Ken Muench, who oversees global marketing for KFC and Pizza Hut, says marketers shouldn’t use purpose as a way of defining their brand or marketing it.
Health and sustainability are the key focus of Innocent’s ‘Little Drinks, Big Dreams’ campaign, as group marketing director, Kirsty Hunter, says it is more important than ever to highlight best practice.
We may be living through a pandemic, just emerging from lockdown and fresh from a global crisis, but Walkers and Paddy Power believe now is the right time for marketers to regain their sense of humour.
We arm you with all the numbers you need to tackle the week ahead.
Marketers continue to believe that a lack of data and analytics is the biggest skills gap in their teams for the second year running. But with upskilling becoming rarer and recruitment still slow; a solution to the problem remains out of reach.
Having conditioned your agencies for deference, they now favour flattery over frankness. This harms your interests as much as it does theirs.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Halfords issuing a profit warning to the gold standard in B2B brand building, it’s been a busy week. Here is my take.