Marketing’s relationship with procurement is more important than ever now that budget forecasts are dropping thanks to Brexit, but as with all colleagues marketers need to form alliances rather than seeing procurement as a financial barrier.
The National Farmers Union has asked Trading Standards to investigate Tesco over brands named after fictional farms, on the grounds that consumers believe they are exclusively UK-sourced. An adverse ruling would hurt its ability to compete with Aldi’s private label brands.
Over the past two years, global hotel chains such as Marriott and Best Western have aggressively pursued millennial consumers with the launch of sub-brands aimed specifically at the Airbnb generation of young urbanites.
Launching a sub-brand gives businesses the opportunity to target new customers and extend their reach, but when it comes to design is it better to exploit the strength of the parent brand or strike out with a standalone identity?