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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Patagonia on why brands ‘can’t reverse into purpose’ through marketing
Charlotte RogersAnchoring its brand firmly in environmental activism, Patagonia is committed to take an unconventional, mission-driven approach to retail success, explains European marketing director Alex Weller.
A £14 KitKat? Premiumisation has gone too far
Charlotte RogersNestlé is borrowing ideas from its Japanese business with the roll-out of its bespoke, hand-crafted KitKat, but with a £14 price tag surely the premiumisation trend has gone too far?
Marketers have become too loose with language
Ben DavisMost people don’t want brands to try and be their friend, so marketers should think twice before trying to be ‘cool’ when communicating with consumers.
Bounce back on the horizon as marketing budgets poised for growth
Michaela JeffersonThe latest IPA Bellwether data anticipates particularly strong growth in main media advertising over the coming year, suggesting marketers are plotting a return to brand building.
Zoopla unveils brand revamp as it taps into UK’s ‘property obsession’
Matt BarkerThe property company’s CMO Gary Bramall wants to unlock the positivity of moving home with a brand refresh designed to reflect his vision of a “holistic Zoopla”.
Tesco deems marketing ‘mission critical’ following Covid sales boost
Michaela JeffersonCEO Ken Murphy is “optimistic” about the future of the business, highlighting value, loyalty and online as the three areas Tesco will be focusing on in the year ahead.
Omnichannel retail isn’t new, but balancing channels is more important than ever
Ben DavisEven before the rise of ecommerce, customers could reserve stock in one store at the till of another. Now the key to retail success is making it easy to access the right channel at the right time – and having a product worth buying.
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