Coca-Cola CEO: Renovation of existing products can be as impactful as innovation
Niamh CarrollCoca-Cola has innovated by creating long-lasting new products, renovating existing products, launching “novel” products, and designing new pack formats, all of which are “driving the business”, says CEO James Quincey.
Does your brand measure up when it comes to mental availability?
Lindsay RapacchiMore and more brands are talking about mental availability, but talk is cheap. To understand its value you need to recognise it for what it is – a metric to be measured, studied and tracked.
‘Led by the process’: One flooring brand on upending category conventions
Josh StephensonWith 80% of customers unable to name an underlay brand, Interfloor has embarked on a brand building journey to turn those figures around.
‘Hit a sweet spot’: John Lewis claims ‘buzz’ is back with return of price pledge
Amrit VirdiThe retailer says the return of its ‘Never Knowingly Undersold’ pledge has resulted in 55,000 extra organic visits to the John Lewis site.
Channel 4, Sky and ITV launch collaborative TV measurement tool
Grace GollaschThe three TV firms have revealed a proof of concept for a “cross-broadcaster multi-outcome panel” called Lantern.
Experiential top priority for B2B brand investment
Charlotte RogersEvents and experiential are the main recipients of B2B brand marketing budgets, with sponsorship much further down the list of priorities, new data reveals.
Greenpeace puts pressure on Dove as Unilever admits sustainability work ‘far from over’
Molly InnesThe campaign group’s latest film subverts Unilever’s marketing by taking aim at Dove’s Real Beauty campaign on its 20th anniversary.