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.
1 Comment
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.
5 Comments
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.
Facebook, eBay, Lifebuoy: Everything that matters this morning
Marketing Week ReportersGood morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
Camelot’s Keith Moor scoops Marketer of the Year award
Lucy TesserasThe Camelot CMO has been awarded the prestigious title of Marketer of the Year at the Marketing Week Masters awards 2021.
Virgin Media O2 launches first joint campaign as it outlines dual-brand strategy
Manny PhamVirgin Media O2 is launching its first proposition after the £31bn merger in June, as its new marketing director outlines the business’s dual-brand strategy, stating the “powerful equity” both have is “too good to scrap”.
Nestlé Purina: Culture change is the major challenge in our effectiveness journey
Michaela JeffersonEmbedding a culture of effectiveness within the company has meant breaking false beliefs around the efficacy of different media and re-educating brand managers.