Consumers are comparing brands across sectors more than ever, fuelling Ford’s appetite for innovation. This will become even more essential given the move to electric vehicles is a “huge brand switch moment”, says marketing boss Pete Zillig.
Marketing director Amy Gilbert explains how the broadband firm ensures its marketing innovations are relevant, credible and connected to the brand.
Britvic is using its “highly relevant” marketing strategy to maintain the momentum of its core brands, while expanding its portfolio to move into new growth areas.
ITV is launching a new ad-free media and ecommerce brand founded by former LADbible and Asos marketer Stephen Mai, as it looks to engage younger audiences.
There are two paths brands can follow – one leads to sales while the other points to profitability, and the latter is invariably the right one to choose.
Greene King spent £250,000 researching the barriers between its brand and younger consumers and found its product range wasn’t resonating. Marketing director Will Hemmings believes craft beer could be the solution.
Far from cannibalising Omega’s luxury sales, the collaboration with Swatch on the £200 Moonswatch will breathe new life into both these sister brands.
As pandemic panic left supermarket shelves empty and delivery slots full, a new generation of grocery services began to emerge. What opportunities could these rapid grocery delivery services hold for brands?
Describing marketers as “scientists and sorcerers”, Eve’s Cheryl Calverley and Passionbrand founder Helen Edwards outline the five ways marketers can transform business and culture.
Head of marketing Nicola Matthews says Tony’s stance on advertising is that you shouldn’t have to pay to tell a good story. But, as the brand scales, that’s about to change.
Retailers including Tesco, M&S, and Asda are teaming up with other brands to create a “one-stop-shop” for consumers who are squeezed for both time and money.
A new marketing strategy backed by celebrity and designer partnerships, social media and a “fan” first mentality have helped Crocs more than double its revenue to almost £2bn since 2015.
Greggs says it has emerged from the pandemic as a “stronger and better” business, posting a 34% increase in pre-tax profit compared to 2019.
With statistics suggesting 60% of product relaunches fail, what does success look like and which brands are getting it right?
The drinks business says its strong growth over the past financial year is a result of its progress in DTC, innovation and marketing efficiencies.