
Distinctiveness doesn’t need to come at the cost of differentiation
Distinctiveness and differentiation are both integral to brand success so there doesn’t need to be a trade-off between the two.
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Distinctiveness and differentiation are both integral to brand success so there doesn’t need to be a trade-off between the two.
Kraft Heinz is suffering from a number of self-inflicted wounds, from underinvestment in its brands to a failure to adapt its portfolio to modern tastes, leading to a parlous financial situation.
Classic ads and product placements continue to have a brand-building effect decades later, which is a benefit more marketers should pay attention to when commissioning creative.
Marketers would be far better off focusing on what definitely won’t change in 2019 and making a list of all the things they could do better than being distracted by hollow predictions.
Few are expecting Brexit to have any positive effect, but marketing functions do at least appear to be afforded greater importance within an organisation and spend is set to increase in 2021.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From the impact of Covid on marketing careers to Coca-Cola’s change of heart on packaging, it’s been a busy week. Here is my take.
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