Will Carlsberg’s brave new strategy succeed? Probably
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.
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.
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.
Linking marketing strategy to business performance is a powerful way to make a case for investment. But when macroeconomics mean growth is scant, building confidence can be tricky.
Thirty marketing executives will take part in this year’s Scholarship, which aims to help them develop the skills they need to take up senior and board-level roles.
Trading media metrics for the “right data” can help marketers prove to the CFO why certain investments are “worth every dollar”, says Ford Europe’s media boss.
The streaming service outperformed the broadcaster’s studio arm, amid wider plans to invest an additional £15m in marketing this year.