How one market-leading startup is scaling a brand-new retail category
Michaela JeffersonHaving created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
Having created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
While changing jobs frequently may be good for career development, what are the unintended consequences for brand building?
Implementing AI in the recruitment process can help brands shake off bias and hire for skills over experience, headhunters suggest.
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 Oatly’s decision to “kill the marketing department” to how McDonald’s used humour to build trust, it’s been a busy week. Here is my take.
B2B businesses need to embrace sustainability and make it a core positioning tool if they are to monetise their efforts and reap the financial rewards.
From nurturing T-shaped talent to benefitting from specialists on the job market, SMEs are looking for new ways to recruit their way to growth.
From repositioning as a revenue generator to nailing the message internally, B2B marketers need to be patient, brave and tenacious if they want to land investment.
If authenticity comes from within, marketers should free themselves from expectations and identify the difference between competencies and skills.
Most new product launches fail. Here’s how Liquid Death defied expectations and earned a valuation of over $1bn, according to founder Mike Cessario.
B2B brands don’t just need the salience to make it onto buyers’ shortlists, but must also win their confidence during the purchase process.
Not everyone will always like it, but addressing cultural tension with genuine creative tension is the only way to drive real change.
Google owner Alphabet has so far failed to demonstrate its readiness for an AI-driven future, where its mission and established products could become redundant.
It is imperative that marketers and their agencies take a lead on the climate emergency – not just for moral reasons – but for financial ones too.
As consumers adopt AI tools to simplify their tasks, brands need to train both humans and AI to think of them before the alternatives.
The audio brand’s collaboration with US rapper Doja Cat went from the Grammy Awards to viral TikTok sensation, helping JBL resonate with its key Gen Z audience.
The creative agency improved its pitch conversion rate by 28% in 2022, attracting brands from Netflix to Wayfair in the process.
Investing in detailed audience insight helped ITV segment its first-party dataset to fuel the launch of streaming service ITVX.
A multi-layered segmentation strategy helped garden centre chain Dobbies identify the ‘killer’ categories directly influencing customer behaviour.
From interactive outdoor posters to TV, social and experiential retail, Cadbury’s multichannel approach to Christmas 2023 drove a 5.3% sales rise.
The telecoms giant decided to take its support for those facing data poverty up a level with the release of a Christmas card gifting 7GB of free data.
The confectioner’s play to win the chocolate war by axing Bounty helped Celebrations pull ahead of its key competitors over the Christmas season.
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