How one market-leading startup is scaling a brand-new retail category
Having created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
Having created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
Ruthless prioritisation, ringfencing money for risk-taking and optimising internally could enable SMEs to stretch their budgets further.
Rather than sticking slavishly to the 60:40 rule, flexing the balance between long- and short-term investment could prove fruitful for SME marketers balancing the books.
From nurturing T-shaped talent to benefitting from specialists on the job market, SMEs are looking for new ways to recruit their way to growth.
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 Elon Musk sacking Tesla’s 40-strong marketing team to McDonald’s shining a light on the power of ‘stillness’, it’s been a busy week. Here is my take.
The FMCG giant is looking at “new category opportunities” as it looks to regain market share and tackle the threat of private labels.
Morrisons CMO Rachel Eyre describes loyalty as a two-way street so says the supermarket must be “hyper-personalised” in its offer to get more people “voting with their feet”.
Marketers may like to be believe they can identify with a wide range of people but, in reality, they are as likely to be led by their biases as anyone else.