Walk as well as talk the brand talk

Tess Waddington

Successful customer engagement is about being human – not just sounding human. The best brands win the affection and trust of consumers by acting differently. For a long time, brands were little more than faceless, multinational corporations with limited touchpoints for engagement and selective hearing – but then a few trailblazers began acting differently. As […]

Case study: Iglo

Josie Allchin

Frozen foods giant Iglo has made a concerted push into Russia in the past few years and seems to be reaping the benefits. In its annual report last year the company reported sales growth of 69 per cent in Russia thanks to “distribution gains and continued media support levels”.


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