Divine Chocolate’s marketing has undergone a step change as it realises the importance of brand in communicating its “complicated proposition”, where it needs to talk about not just the taste of its chocolate but its unique ownership model.
Marketers want a positive, do-good brand purpose but if they do harm before doing good, all integrity will be lost and brand purpose will go straight out the window.
The P&G-owned brand has seen consumer perceptions in the UK plummet in the wake of the ad, which has been both criticised and applauded for its attempt to tackle toxic masculinity.
Barnaby Dawe is leaving Pret at the end of the year to return to the world of media and ecommerce, with the brand as yet unclear how it will fill his role.
Story of My CV: Always on the look-out for the next challenge, Katie Evans developed a love for the fast-paced world of FMCG that took her from Heinz to Krispy Kreme to Burger King, with a brief spell launching her own fashion business.
Shortening the fashion industry’s global catwalk calendar would be a trendsetting statement of intent that shows the couture houses are ready to take responsibility for their environmental impact.
As attitudes change, brands old and new are changing the way they measure corporate success, with non-financial KPIs becoming an increasingly important part of the mix.