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 Nestlé declaring “growth is back” to two brands hiring their first CMOs, it’s been a busy week. Here is my take.
The CMA’s analysis into loyalty pricing is still ongoing, but it says it is “unlikely” to conclude that supermarkets are unfairly inflating non-loyalty pricing to make their member pricing appear more attractive.
Oatly CEO’s told investors it would refocus on its “reason for being” and be “slightly less self-indulgent” in how it uses its brand voice.
Marketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.