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.
The growth of direct-to-consumer brands is not just about the flight to ecommerce during Covid, but also offering convincing answers to consumers’ questions.
The sportswear brand cut spend related to events such as the Oympics but “doubled down” on digital as ecommerce sales almost doubled.
We round-up the biggest news from the week including UKTV’s ambitious brand revitalisation, how Häagen-Dazs is capitalising on its momentum by doubling digital investment and your chance to vote for the Brand of the Year.
Rather than letting Covid-19 put it off its stride, UKTV is investing in a major brand repositioning project as it looks to get match fit for the post-lockdown world.