Lego had “its best year ever” in 2015 with global sales growing by 19%, as the toy company’s push to reach 100 million children worldwide and up its sustainability efforts paid off.
Consumers increasingly want organisations to demonstrate a purpose beyond profit and prove a business commitment to making the world a better place, but it requires more than a snappy slogan, with brands needing to set out their objectives and prove they are in it for the long term.
As Under Armour grows its wearables and sports hardware business it expects to turn the heads of the likes of Apple, with North America’s second biggest sports brand predicting a $10bn valuation by 2020.
Analysts argue the decision by brands such as Kopparberg, Ikea and Nivea to pull their advertising off GB News could be temporary if the channel proves successful.
As former staff accuse the craft beer brewer of creating a “culture of fear”, BrewDog has seen its brand health scores plummet, although the impact on purchase intent has been minimal.
Founded by two former Unilever marketers, Smol is gaining ground on its global FMCG rivals with a DTC model focused on being eco-friendly, convenient and value for money.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here