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.
Programmatic ads have benefits for a wide range of objectives. Here are three approaches adopted by different sectors for achieving their specific goals.
Molson Coors CEO Gavin Hattersley said the change in market share in favour of its Coors Light and Miller Lite brands represented a ‘permanent shift’ in the US beer market.
As Tesco raises its profit forecast on the back of easing food cost inflation, its chief executive looks to highlight provenance and loyalty in marketing spend.
In the first of a series of articles looking at what it takes to build brands effectively, Boots, Yorkshire Tea and Cadbury – three of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on the importance of brand diagnosis and positioning.