With 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.
Tobacco 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.
Far 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.
Brands’ 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.
The American sportswear company is trying to make marketing dollars stretch further as it faces relentless competition from industry giants Adidas and Nike.
The founders of soon to launch halal beauty brand Shade M are looking to move away from a tokenistic representation of Muslim women in order to truly connect with this fast growing consumer group.
As beauty giant Avon hits a bum note with its latest US campaign, a lack of joined up thinking could mean the damage will be felt over this side of the Atlantic too.
In her first interview since joining Eve Cheryl Calverley, the brand’s new CMO, talks about swapping big corporates for the startup world and her mission to refocus the brand and build a sustainable business that will stand the test of time.
Ahead of Barbie’s 60th birthday, Mattel’s chief operating officer Richard Dickson is rejuvenating the iconic doll brand to build a movement empowering the next generation of women.
The sanitary care brand’s realistic portrayal of periods, while potentially polarising, has opened the door to more positive conversations and helped break down taboos.
Samsung believes we are not far away from the mainstream adoption of multi-branded smart tech with the power to turn our homes into connected spaces but admits there are still privacy and security concerns that need addressing.
On a mission to ‘rewire’ some of its brands for the modern consumer, GlaxoSmithKline is pursuing a digital transformation agenda aimed at boosting ecommerce performance and upgrading its media ROI.
As Tesla and Papa John’s fall foul of their creators’ toxic personas, other founders are setting an example of how to build businesses that value teamwork, trust and transparency.
In order to realise its ambition to stop selling cigarettes, Philip Morris International is hoping to claim a sizeable stake of the smoke-free market and persuade government that advertising restrictions are 30 years out of date.