Founders live and breathe their brands, and Superdry’s Julian Dunkerton should be able to correct the strategic mistakes of the past, as long as he’s not stuck in the past himself.
By Mark Ritson
Time and again companies have proved unwilling to stick to their lofty purpose statements when it costs them money. For purpose to have any meaning, corporations need to put it before profit.
Distinctiveness and differentiation are both integral to brand success so there doesn’t need to be a trade-off between the two.
From titans of industry to serious misconduct investigations, this year high-profile founders lost their shine as employees and brands seized back control.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From the latest thinking on marketing effectiveness to Mars’s CEO calling attacks on brand purpose “nonsense”, it’s been a busy week. Here is my take.
Representing the individuality of older people in marketing is crucial to communicate effectively with an age group which holds disproportionate spending power, says Cancer Research UK’s top marketer.
The supermarket giant developed a ‘Happiness Platform’ to mine insights into British life, helping it curate a programme of “caring acts” designed to serve both brand and audience.
With a number of brands parting ways with their creative agency since the beginning of the year, when is the right time to terminate a previously successful partnership and does it always lead to better ads?