The failure of DTC business Brandless proves the power of marketing
Charlotte RogersThe collapse of direct-to-consumer business Brandless is a lesson in the power of ‘traditional’ marketing and proof that not every new idea is ‘disruptive’.
Gillette uses football to promote ‘positive versions of masculinity’
Molly FlemingGillette wants to inspire young men to make a difference in its first campaign with new global ambassador and Manchester City footballer, Raheem Sterling.
Eastern promise: How brands are cashing in on Chinese purchase power
Matthew ValentineThe opportunities for brands on both sides of the East/West divide are appealing, but understanding the cultural nuances is vital to cash in on the potential of Chinese commerce.
Why brands are switching social strategies to explore long-form content
Matt BarkerLong-form content is making a comeback on social media, with brands writing extended Instagram captions and producing lengthier video material. But just how interested are consumers in a deeper dive?
Ted Baker creates chief customer officer role to reboot the brand
Sarah VizardTed Baker’s new chief customer officer was previously a non-exec director at the business and will be charged with developing its customer and digital strategy.
Carabao’s CMO on unleashing his entrepreneurial streak
Charlotte RogersFalling in love with the pace and energy of FMCG helped kickstart a diverse marketing career for John Luck, which has spanned everything from Coca-Cola and premium biscuits to breast implants and sponsoring the League Cup.
Meet the marketers making the move into general management
Steve HemsleyBecoming CEO might be the career trajectory of choice for many marketers, but climbing the ladder to the C-suite often means moving in a different direction.
Why design and marketing should become strategic partners
Matthew ValentineBrands across the marketing spectrum are reaping the rewards of joining forces with design at the start of the strategic process.
British American Tobacco strengthens F1 tie-up amid challenges off the track
Matt BarkerAs McLaren’s new principal sponsor, BAT wants to leverage its relationship with F1 to promote its ‘potentially reduced risk products’, as regulations tighten both on – and off – the track.
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Peloton’s ad is bad, but it will ultimately benefit the brand
Mark RitsonNot all publicity is good publicity, but as long as you don’t undermine your proposition or entirely alienate your market, the salience gained from a bad news story often outweighs any damage to brand image.
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Peloton missed a huge brand opportunity with its sexist ad
Molly FlemingPeloton could have focused its Christmas ad on the many ways exercise can improve people’s lives but instead it fell foul of outdated stereotypes and sexism.
Why Premier Foods has a CMO and chief customer officer
Charlotte RogersPremier Foods is hoping to fuel its next stage of growth by creating two new roles – CMO and chief customer officer – to get marketing and sales working closer together.
Sustainability, wellbeing, hope: The new measures of business success
Ellen HammettAs attitudes change, brands old and new are changing the way they measure corporate success, with non-financial KPIs becoming an increasingly important part of the mix.
Recommended reading: Tangoing tigers and streaming subscriptions
Matt BarkerMarketing Week reviews the latest books and blogs for marketers.