Coca-Cola is launching its first global marketing campaign in more than a decade as it takes its ‘One Brand’ strategy global with the introduction of the new ‘Taste the Feeling’ strapline.
The Marketing Week columnist and architect of Sport England’s ‘This Girl Can’ campaign will help the brand address key social issues to support its brand purpose of ‘building society, nationwide’.
Amid concerns about whether the Russia World Cup presents a brand risk, Adidas’s CEO admits the event is not the sales opportunity it used to be, but says it still offers the chance to build the brand.
Peter Field says criticism of his research was launched before his full findings were released, stating backlash was “emotional” instead of “rational”.
A good grip on pricing is a sign of a strong brand, and several behavioural studies offer insights into effective pricing strategies.
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As Marketer of the Year, Camelot CMO Keith Moor believes being an effective marketing leader comes down to building credibility by delivering on promises and having a curious mind.