Marketing Week – Showcase 2010
Why Toblerone ‘baked commerce into brand building’ to drive awareness
Lucy TesserasHaving earned itself a reputation as a chocolate bar people either bought at the airport or discount shops, Covid gave Toblerone the punch it needed to reposition and relaunch the brand.
Dr. Martens: Brands need the confidence to constantly ‘reframe’ themselves
Niamh CarrollMarketers should view their relationships with consumers as a “collaboration”, said global brand marketing manager Janine Hearn-Odell.
Aviva’s Raj Kumar on why simplicity is freedom
Charlotte RogersThe outgoing group brand and reputation director explains why it’s crucial for marketers to avoid the “pet projects” of senior leaders and keep their eyes on the prize.
Marketoonist on omnichannel customer engagement
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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