Deliveroo has a new strategy and brand purpose, as well as a new brand positioning and global marketing campaign, as it looks to move beyond its core market and encourage people to switch in an increasingly competitive market.
Heineken is evolving its employer marketing to focus on employee stories to create a sense of pride internally in working for the company, raise awareness and engagement among prospective hires and improve the quality of new talent.
Brand-building doesn’t have to mean big-budget ad campaigns – for most, it’s about painstakingly using insight to create a reputation as the best product for the target market.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From cautionary tales from the budgeting and planning frontline to the changing nature of retail, it’s been a busy week. Here is my take.
The sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.
Sean McGinty tasked himself with putting the customer at the heart of Dunelm when he joined the business from Aldi earlier this year.
Running the numbers through different scenarios enables you to identify the budget that’s needed to reach your targets and will make it more likely to be approved.