The way companies structure their brands gets little attention but is of huge importance, as three high-profile stories have reminded us this week.
By Mark Ritson
Cannes Lions 2018: Marketing still matters in a world of mass disruption, says P&G’s chief brand officer, it just means working smarter, cutting out waste and becoming more equal.
To maximise both revenues and savings, Sainsbury’s and Asda’s merger must get brand architecture right, unifying operations while keeping the brands distinct.
A lot has changed since Marketing Week was first published in 1978, but the search for differentiation, the need to understand customers and the battle for brand supremacy will always be marketers’ key challenges.
CEO Alex Mahon believes the broadcaster is “stronger” and more able to deliver on its purpose “than ever” as it transitions into a post-pandemic world, having successfully grown its digital platform and increased diverse representation.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Creative work can be made more efficient by minimising confusion in the review process and making responsibilities clear – and by adopting the right technology to help.
Experiential marketing has been on hold in the pandemic but, while expensive to invest in, experiences are important to consumers, so brands should let their imaginations fly again.