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.
Catch up on all the marketing news this week including Three’s 5G debut, Ovo’s sustainable marketing strategy and the surprising results of YouGov’s annual brand health ranking.
GoCompare has overhauled its brand strategy as it looks to differentiate in a competitive market, but mascot Gio Compario is staying, albeit in a different role.
While digital transformation is at the top of the agenda for most marketers, many feel they are not receiving the right training or support from employers to equip them with skills for the future.
Marketing Week reviews the latest books, blogs and articles for marketers.
