For the first time this year Millward Brown has included a business-to-business ranking in the BrandZ report. It classes B2B companies as those that generate the majority of their revenues from the B2B part of the brand.
Customer experience is taking a more central role at B2B brands as retention moves up the agenda, meaning marketers are shifting focus from price to value.
Chief marketing officers are at a turning point. Our profession is changing – the pace of technological change is accelerating and the competitive landscape is exploding in its wake.
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 Superdrug’s response to the cost of living crisis to how SMEs tackle long-term brand building, it’s been a busy week. Here is my take.
M&S Food has a “busy summer” of marketing ahead of it, says marketing director Sharry Cramond, as the grocer doubles down on delivering healthy food at low prices.
Price and promotion will be “key” to Superdrug’s marketing plans over the next year, with a focus on own brand products and improving its loyalty proposition.
From taking Green & Black’s to a new market after “savage” customer feedback, to the birth of Veggie Pret, Mark Palmer urges marketers to rethink positioning, premiumisation and innovation.