Benefit is updating its brand positioning to ensure it is relevant among a new wave of consumers looking for inspiration rather than aspiration and as it faces growing competition from direct-to-consumer brands.
Marketers need to get involved in conversations around technology to ensure it is put to use in a meaningful way that will enhance consumers’ experience rather than leave them feeling cold.
Greater nuance, more thorough segmentation and a genuine commitment to consult with the customer is needed if brands are ever going to attract the global modest fashion consumer.
Share of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative.
Has a socially distanced world rendered experiential marketing redundant, or has the lockdown only emphasised the importance of real life events as milestones in consumers’ lives?
The move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.
Senior marketers explain how they’re addressing the rising significance of real-time personalised consumer interactions, since it has shot up the list of priorities and challenges during the coronavirus lockdown