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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.
Christmas spending, accessibility, retail data: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.
Kellogg Company splits business with launch of Kellanova to house global snacking brands
Chris SutcliffeFollowing a split between its US-based cereal business and global snacking organisation, Kellogg Company is negotiating a new brand architecture.
What does the term ‘marketing transformation’ really mean to businesses?
Niamh CarrollMarketing transformation is a term used by all sorts of brands and business but lacks a common term. What classes as truly transformative work, however, is a fiercely debated topic.
McVitie’s: Investment in brand is crucial for remaining in ‘hearts and minds’ of consumers
Niamh CarrollMcVitie’s claims to be the “definitive” UK biscuit brand, but its marketing director James King says it can’t afford to not invest in its position, as it launches a new masterbrand campaign.