From disruptive startup hubs to closely integrated teams, brands are pioneering new models of innovation, but marketing’s influence is key to ensuring these fulfil genuine customer needs.
From compostable packaging to plant-based alternatives, a new generation of brands are looking to combat plastic waste while striving to educate confused consumers about the complex recycling process.
Marketers from Nokia, Lego and FatFace on what makes a good product launch and how to learn from mistakes.
By uniting marketing and innovation under the remit of global CMO Pedro Earp, AB InBev has cut development timelines from two years to just 36 days.
Birds Eye is launching a £2m marketing push on its recently launched range of meat-free burgers, sausages and meatballs as it looks to broaden the appeal of meat alternatives among families.
It’s all very well being differentiated, disruptive and revolutionary, but if your main competitor makes a meaningful improvement, your brand will drop behind if you don’t follow suit.
Rather than fighting against it, brands can use social and the power of crowds as a testing ground for new ideas.
From why Diageo is slowing the pace of innovation, to Holland & Barrett’s upcoming brand refresh, catch up on all this week’s marketing news.
From co-creation and cultivation of a social community for ideas, to empowering an entire business to work on new product development, brands need to open up if they want to stay ahead of the innovation curve.
Diageo has a a three-pronged innovation strategy that aims to recruit new drinkers, engage current brand fans and disrupt the industry long-term.
The Cannes Lions festival featured endless ill-informed speculation about 5G mobile networks, all rendered pointless by Mark Ritson’s wondrous new invention – 9G.
The world’s largest consumer brands are sharpening their portfolios, culling unprofitable ranges to free up investment for experimentation and to capitalise on the latest trends.
‘Queen of shops’ Mary Portas believes retail is entering an exciting period where innovation is key and the future of the high street depends on community, connections and removing ‘friction’.
Led by marketer Rachel Eyre, the Future Brands team is looking to bring the best challenger brands into Sainsbury’s and solidify the supermarket’s reputation for innovation in the process.
Cadbury has invested in product innovations and core lines, helping it raise sales, awareness and purchase intent and earning it a shortlisting for Marketing Week Masters Brand of the Year, powered by YouGov.
Steve Jobs built Apple’s brand on simple design and a sparing product line-up, but now its portfolio is a mess of wires and product variants that make Microsoft look like the cooler brand.
The transformation of the economic and cultural landscape means the notion of value is changing and a very different era for marketers awaits.
Costa promises its ready-to drink product contains 30% less sugar than most competitors’ offerings as it looks to make use of Costa’s “coffee expertise” and Coca-Cola’s “scale and marketing expertise”.
The vegan trend is impacting more than just food, with a growing demand for natural beauty products pushing brands to think outside of the box.
