Coke on how cutting brands will lead to stronger innovation
Molly FlemingCoca-Cola says revenue per innovation is already increasing as it focuses its efforts on fewer brands.
Marketoonist on online product reviews
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
‘Betting on ideas’: Why Uber prioritises relevance over perfection
Charlotte RogersUber marketing boss Meg Donovan believes that making big, bold bets requires close collaboration between marketing and product, and a willingness to sacrifice perfection in pursuit of relevance.
Marketoonist on product choice overload
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Why Singaporean super app Grab is focused on ‘acts, not ads’
Charlotte RogersSpanning everything from ride hailing, to food delivery and payments, Singapore-based app Grab has pivoted at speed to respond to the challenges of Covid-19 across southeast Asia.
Innovate to survive: Why UK brands need to up their game
Matt BarkerThe 2020 BrandZ list of the UK’s most valuable brands came with a stark warning of impending doom, or at best irrelevance, for some of the country’s biggest names. But is such pessimism premature?
Scott Galloway: CMOs should become chief intelligence officers
Charlotte RogersProfessor, author and entrepreneur Scott Galloway is urging CMOs to transform themselves into chief intelligence officers, pivot their brands to subscription models and embrace algorithm commerce if they want to thrive.
Consumers open the door to DTC success in a post-pandemic world
Matthew ValentineBrands have seen a boom in direct-to-consumer sales as Covid-19 has impacted on the shopping journey, with increasing numbers of consumers experiencing the benefits of going direct, according to new research from BBH London.
How brands are taking a strategic approach to their post-pandemic survival
Steve HemsleyAs the UK enters the deepest recession in living memory it is understandable companies have kicked into survival mode, but giving up on long-term strategy has the potential to cause serious brand damage.
Kimberly-Clark ‘solidifies’ marketing investment as Huggies embarks on a new strategy
Molly FlemingHuggies is launching a two-part strategy to appeal to a wider range of ages and increase penetration, as its owner Kimberly-Clark commits to investing in and growing its brands despite the pandemic.
Post-Covid innovation needs to be radical, not marginal
Helena RubinsteinWhile there are multiple different ideological and behavioural scenarios for how society will evolve post-Covid, in order to keep pace innovation must adopt a breakthrough mindset.
Marketing and Machines: Can AI ever be truly creative?
Marketing Week PartnerThe last episode in the series examines how artificial intelligence can influence and assist the creative process, and how big its role might be in the future.
Coca-Cola to cut ‘zombie brands’ as it looks to ‘weed out’ the poor performers
Molly FlemingCoca-Cola has promised to weed out brands that are not working and streamline its innovation pipeline as it looks to recover from the pandemic faster than its competitors and the global economy.
‘We were digital first responders’: Why Microsoft wants a key role in the post-pandemic recovery
Matt BarkerThe tech giant’s UK CMO Paul Bolt believes future success will be gained by staying “humble” and remaining optimistic about the challenges of a post-pandemic world.
One innovation expert on why fresh thinking can thrive amid recession
Charlotte RogersHead of global innovation at Tata Consumer Products, Liliana Caimacan, insists now is the perfect time for brands to embark on innovation, as long as they are prepared to embrace the power of failure.