How wearables are changing the face of sports brands
With smartwatch and fitness band sales more than doubling in the UK last year, brands are placing an impetuous on wearable technology in a bid to stand out from the competition.
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How New Balance is reinvigorating its brand to move away from its lifestyle image
Sarah VizardNew Balance’s CEO Robert DeMartini admits the brand had unintentionally “become older” but says a renewed focus on its performance business will help it become more relevant to younger consumers and shake off its image as more of a lifestyle brand.
Apple promises new opportunities for brands with ‘killer’ native Watch apps
Sarah VizardBrands wondering how many consumers their Apple Watch apps are reaching were left disappointed by Apple’s decision not to reveal sales figures but CEO Tim Cook’s promise that native apps will “be killer” for the watch suggests future opportunities for marketers.
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Mark Ritson: Apple’s deal with Hermès is a clear signal that it now considers itself a luxury brand
Mark RitsonWhen two brands come together, the results are always interesting. But when the brands in question are Apple and Hermès, the co-branding strategy is going to be headline news.
Unilever’s purpose problem and time as a metric: Your Marketing Week
Lucy TesserasAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From a major investor calling Unilever’s focus on purpose “ludicrous” to the importance of time, it’s been a busy week. I’m stepping in for Russell this week, so here is my take.
‘Fiercely competitive’: Why supermarkets are committing to low prices despite inflation
Michaela JeffersonAfter posting strong Christmas trading results this week, the UK’s major supermarkets are pledging to keep their prices low this year even in the face of dramatically rising costs, driven by inflation, higher wages and the cost of living crisis.
How the Open University improved segmentation to attract new students
Marketing Week ReportersTackling a long-term market decline in the UK, the Open University worked to inspire a brand new generation of distance learners.
Marketing That Matters: How Which? and Brainlabs link marketing to sustainable business growth
Marketing Week ReportersThe consumer protection brand and its digital agency delve into the challenges they face in measuring marketing outcomes and driving sustainable business growth, including benchmarking performance in unusual times and framing the language of measurement to encourage alignment with objectives.