Marketing Week Top 100: The top consumer tech and automotive marketers
Marketing Week ReportersMarketing Week reveals the top 10 marketers in the consumer technology and automotive sectors, part of our Top 100 Most Effective Marketers project.
How Avon is using social listening to streamline innovation
Molly FlemingBy looking at more than one million comments about mascara online, the beauty giant was able to come up with what it believes is the ultimate product.
How eBay built a ‘human ecosystem’ on customer-centricity
Steve HemsleyOnline auction giant eBay is extending its customer-centric approach to help SMEs in Wolverhampton revive the struggling high street.
Meet the DTC beauty brand founded on the psychology of consumer behaviour
Charlotte RogersDirect-to-consumer brand Beauty Pie layers data with psychology and qualitative research to gain the rich user insights that power its subscription model.
SodaStream’s UK boss on life after the Pepsi buyout
Molly FlemingAfter its £2.6bn acquistion by Pepsi, SodaStream is planning rapid growth through a focus on marketing and innovation but claims it is holding onto its startup mentality.
How digital is shaping customer experiences in the beauty industry
Nikki GillilandThe beauty industry is a saturated market, meaning a stand-out product or interesting story is no longer enough to succeed as consumers become increasingly demanding and more digitally-savvy than ever before.
‘Bigger, stronger, more impactful’: Why GSK made design marketing’s strategic partner
Lucy TesserasDesign now works alongside marketing as a “creative steward” for the entire brand experience, which is driving innovation and value for the pharmaceutical business.
How sustainable shoe startup Allbirds plans to become a global brand
Sarah VizardAllbirds might have risen to prominence as a trainer company popular among the tech startup scene in San Francisco but it has its sights firmly set on becoming a global brand with purpose at its core.
Dulux unifies trade and consumer brands
Molly FlemingDulux is bringing together its trade and consumer businesses for the first time as it looks to “establish what makes Dulux great” in a new marketing campaign.
How one company has built its brand reputation on a single product
Erin LyonsWith sustainability at its core rucksack specialist Osprey is focused on making one product as good as it can be, but is expanding into new markets such lifestyle in a bid to extend its brand.
2 Comments
Marlboro offering ex-smokers cheap life insurance leaves a bad taste
Ellen HammettTobacco giant Philip Morris is on a mission to get people to stop smoking, but selling life insurance to ex-smokers feels a bit like KFC opening a refuge for factory farmed chickens.
Avon plans to take on direct-to-consumer rivals by becoming a ‘high touch, high tech’ business
Charlotte RogersFar from being intimidated by the emerging rivals on the beauty scene, Avon believes opening its business to new partners, ramping up it speed to market and investing in new forms of content will propel the brand into 2019 and beyond.
81% of brands could disappear and European consumers wouldn’t care
Charlotte RogersBrands’ failure to create relevant and meaningful content, combined with their inability to improve consumers’ wellbeing, means they are becoming increasingly irrelevant in the minds of shoppers.
Under Armour wants to be a ‘louder brand’ as it looks to turn ‘each marketing dollar spent into three’
Erin LyonsThe American sportswear company is trying to make marketing dollars stretch further as it faces relentless competition from industry giants Adidas and Nike.