Earlier this year, the Swedish alternative milk brand, Oatly, took some time out from masterminding its $10bn Nasdaq float to focus attention on a couple of Cambridgeshire farmers.
As much as marketers want to differentiate from competitors, brands in the same market often follow the same formulas. To resist that outcome, watch out for these five pitfalls.
All marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.
After launching its Green Cuisine range two years ago, Birds Eye is now looking to broaden appeal further among mainstream consumers by partnering with Team GB ahead of the Olympics.
ISBA says the appointment comes at an important time for the trade body, as the industry faces new regulations, inflation, and the ongoing impact of Brexit.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The grocer’s CEO has confirmed customers are trading down to cheaper, own-brand products as the cost of living rises – but premium sales are holding up.
Brands – both B2B and B2C – should focus less on keywords and more on making themselves memorable at the point of the buying decision.