Distinctiveness and differentiation are both integral to brand success so there doesn’t need to be a trade-off between the two.
By Mark Ritson
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.
Heinz Beanz’s consideration and value scores have fallen as consumers switch to own-brand goods, YouGov BrandIndex data shows.
The craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox.
Zendesk is looking to move forward from its troubled takeover with a brand refresh and media investment which takes a forward-looking approach to tackling customer acquisition that puts mental availability high on the agenda.
Despite the challenging economic environment, a new report from Linkedin shows many B2B marketers are set for increased budgets, backed by finance peers who have greater faith in their ability to drive revenue.