Anchoring 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.
Nestlé 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?
Most 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.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
With Christmas ad season now firmly underway, Marketing Week shares its take on this year’s Christmas stars and festive flops.
The CMO of KFC and Pizza Hut’s parent company talks about the value of decentralised marketing and why brand success nearly always comes down to relevance, ease and distinctiveness.
We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.