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.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the need for brand diagnosis ahead of setting strategy to Premier Food’s investment in brand, it’s been a busy week. Here is my take.
Consumers are comparing brands across sectors more than ever, fuelling Ford’s appetite for innovation. This will become even more essential given the move to electric vehicles is a “huge brand switch moment”, says marketing boss Pete Zillig.
As brands increase influencer marketing spend, it is vital to be able to accurately quantify the return on that investment.
The algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.