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.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
In the latest episode of Marketing Week’s podcast series, Patagonia marketing director for Europe, Alex Weller, discusses how businesses can live up to their purpose and what a Joe Biden administration means for the global climate crisis.
In a recessionary environment where budgets are under pressure, market research needs to “loosen up”, show how it fuels creativity and adopt the language of the C-suite, or risk being devalued by business.
Search data reveals a lot about what consumers want and can inform on how to position a brand for growth and even what words will work best in a campaign.