It is every marketer's worst nightmare for a brand under their stewardship to overnight be associated with something horribly negative. Sharing your brand name with the virus that caused a global pandemic, for example, is not something any marketer could anticipate or plan for.
Brands from Marmite to Peloton have shown negative publicity is beneficial if it doesn’t undermine your core image, which is why Corona will be fine but Burger King is heading for trouble.
Heineken’s beer director talks to Marketing Week about the trends the industry needs to pay closer attention to if it is to drive future growth, as he reflects on the launch of Birra Moretti’s first global campaign.
Stella Artois is hoping to capitalise on the surge in consumer demand for trusted brands with the temporary return of its classic ‘Reassuringly Expensive’ tagline, as it celebrates the reopening of UK pubs.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From marketers championing their true purpose to the return of KFC’s ‘Finger lickin’ good’ strapline, it’s been a busy week. Here is my take.
Neuroscience shows how brands use (and misuse) stories when trying to connect with consumers.
The travel accommodation business cut sales and marketing spend by 28% to $229m over the first quarter of 2021, “primarily” a result of slashing performance marketing investment.
Being consumed by ‘work about work’ is leading to heightened burnout and imposter syndrome among marketers, but new research from Asana sheds light on a way out.