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.
Through an on-pack takeover of Dreamies, the pet care giant is looking to drive awareness of its LGBT Foundation partnership and power its internal “inclusion first” strategy.
UK brands are encouraged to dial up their innovation and creativity, responding at pace to the trends caused by Covid-19, or risk diminishing value.
A breakthrough study by M&C Saatchi Fluency has identified £60bn in lost growth since 2016, as brands struggle to build crucial connections with audiences.
Wright replaces Katherine Whitton, who announced her departure from the Guernsey-based business late last year.