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.
From women’s sport and retail media to a focus on loyalty and the rise of discounters, 2022 has been a good year for shaking up the status quo.
Having recruited a marketer to manage its character brands in June, M&S is flexing mascots such as Percy Pig into new categories to broaden their appeal.
Choosing to set investment levels based on how many “quality” customers it can acquire – rather than a fixed budget – Moonpig has cut marketing spend to maintain profitability amid the cost crisis.
Patience, open communication and human contact are crucial when navigating price changes in the B2B world, particularly in the current climate.