With the global roll out of its one brand strategy, Coca-Cola is making its “biggest strategic change in the history of the company”, according to the brand’s CMO Marcos de Quinto. Yet its biggest challenge is not a marketing one but an industry one – how to overcome declining consumption amid growing concerns over sugar.
Britvic is determined to adapt to current changes in consumer demand for healthier soft drinks, as it seeks to reduce the average number of calories in its products further in 2016 and launch more brand campaigns pushing its health credentials.
Coca-Cola has created a series of ads using the ‘Taste the feeling’ strapline as part of its new ‘One Brand’ marketing strategy.
Lorraine Heggessey, who has led transformation at high profile media brands including the BBC, says good leadership is built on communication, because there is “no point having the best strategy in the world if nobody knows what it is”.
Warning of a ‘cultural cringe’ and sense of insecurity within marketing, Professor Byron Sharp is calling on marketers to stop the self-hatred and have more pride in their profession.
Rather than allowing themselves to be pigeonholed as the ‘colouring-in department’, marketers should demonstrate what they deliver for the business, argues Nationwide CMO Sara Bennison.
As marketers continue to be charged with driving faster growth on tighter budgets, businesses should not ignore the opportunity cost of failing to invest in their brand, warns Eve Sleep CEO Cheryl Calverley.