Marketoonist on brand positioning
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
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KFC’s UK marketing boss on that ‘FCK’ ad and finding its brand voice
Sarah VizardKFC’s UK CMO believes its response to the chicken crisis is a testament to the strength of its relationship with agency Mother and shows a brand that is confident in its identity and place in a modernising fast food market.
Nike on how setting an ‘audacious goal’ helped the brand work differently
Charlotte RogersUnprecedented access to the athletes’ journeys as they attempted to run the first sub-two hour marathon was at the heart of #Breaking2’s global appeal, says Nike brand communications director Mark McCambridge.
Wimbledon says complacency is its ‘biggest threat’ as it looks to build a global brand
Erin LyonsHonouring more than a century of history, while adjusting to the rise of social media and its growing youth audience, is the balancing act as Wimbledon looks to build on the “golden era” of tennis.
Marketing careers and joining up loyalty: Your Marketing Week
Russell ParsonsAt the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From mitigating the impact of Covid on your career to Virgin’s updated loyalty offer, it’s been a busy week. Here’s my take.
BMW invests ‘hundreds of millions’ in digital transformation
Matthew ValentineThe car brand is investing hundreds of millions annually over the next five years as it looks to create a seamless digital experience for customers.
How a focus on consumer behaviour increased demand for Irish white fish
Matthew ValentineConsumer insights fueled a nudge campaign that helped drive sales of Irish haddock, hake and whiting.
L’Oréal on why it pays to speed up innovation in times of crisis
Charlotte RogersRather than slashing R&D budgets in response to the pandemic, the vice-president of L’Oréal’s tech incubator believes there is still “so much room” for innovation.