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For a true view of the consumer, get them to talk like themselves
Unfiltered, unfettered conversations among real people reveal their values and priorities, so make your focus groups more spontaneous and less controlled.
Uber’s brand health takes hit following leak of damning company files
Michaela JeffersonUber’s overall brand health score is at its lowest in more than two years, but consumer purchase intent has been unaffected by the unlawful practices revealed in the 124,000 leaked documents.
How Yorkshire Tea plans to steal market share from rivals
Niamh CarrollYorkshire Tea is on a mission to grow the declining black tea category while luring “habitual shoppers” of other tea brands.
‘A new era’: Why Aston Martin is making its biggest brand investment in over a decade
Niamh CarrollAston Martin aims to drive salience and differentiate its brand by building a more “emotional connection” with consumers.
‘Premier league’ marketers: What brands can learn from elite sport
Marketing Week PartnerMarketers, like sportspeople, must focus on the ‘hard yards’ that make the moments of glory possible.
Why TikTok went into ‘professional mode’ to win B2B hearts
Marketing Week ReportersA LinkedIn takeover helped TikTok persuade marketers the social media app could become their new home for performance marketing.
Future Marketing Leaders 2023: George Rivers, Tesco
Marketing Week ReportersMarketing Week is proud to name Tesco’s George Rivers as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
One beauty brand on becoming a 25-year-old startup after ending exclusivity with Boots
Molly InnesHaving ended its retail exclusivity deal with Boots, Mark Hill Hair has appointed its first ever marketing director to steer the brand into a new era.