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.
The broadcaster is prioritising digital growth over more traditional TV ratings as it looks to “survive and thrive in a digital world”.
Markey takes on a new role as CMO at Boots following the departure of marketing director Helen Normoyle.
Covid-19 has accelerated the shift to digital in the market research sector, but balance is needed to ensure brands retain the human touch.
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