Carlsberg has turned its famous strapline on its head to admit it is ‘Probably not the best beer in the world’, a move that recalls its heritage while achieving a much needed repositioning.
By Mark Ritson
The babycare brand believes it has a key role to play in changing the conversations about parenting and is looking to disrupt the “unrealistic” image of parenthood with the launch of its first global campaign.
The rush to show immediate return on investment encourages tactics that ultimately reduce a brand’s ability to grow profitable sales, argues consultant and keynote speaker JP Castlin.
The ethical beauty brand’s desire to “stop fighting with algorithms” and reconnect with consumers is admirable, but ditching social to do so could prove a costly error.
Eve Williams says her focus in her new general management role will be ‘delivering for customers’, aided by her marketing background.
The second event in the Festival of Marketing’s Currency of Effectiveness series discussed how marketers can get buy-in from their brands to effectively measure impact, and why a fear of being held accountable could be putting marketers off pursuing meaningful measures.
Recessions often lead brands to retrench into short-term tactics and performance media, but there’s now more data than ever to inform the most effective plan for your market.
From focusing on the short term and worrying about a recession to not defining brand management, why do marketers think their businesses are undervaluing skills that focus on the long term?