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.
The last episode in the series examines how artificial intelligence can influence and assist the creative process, and how big its role might be in the future.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
All too often brands are obsessed with what makes people different rather than looking for traits and behaviours they share.
Some brands cut spend by 97%, while others increased it by more than 100%, as companies took varying approaches to managing the fallout from the coronavirus pandemic.