While on the surface it might appear they don’t have much in common, gourmet popcorn brand Joe & Seph’s and FMCG giant Essity both agree the pandemic has made innovation more important than ever.
Head of brand Gareth Turner explains how adopting a more innovative approach to marketing is helping Weetabix to grow over the long term.
As we move increasingly into virutal worlds and the very notion of self changes, brands must prepare for a time when personal brands usurp corporate brands, predicts futurist Tracey Follows.
If the whole purpose of marketing is to maximise opportunities, Ogilvy vice-chairman Rory Sutherland believes marketers should resist the urge to chase efficiencies and instead plough their energy into experimentation.
People value something more if they have options to choose from but too much choice hampers decision-making, especially if it’s hard to differentiate.
Volvo has avoided the slump in the wider automotive sector and grown its UK sales of new cars by 15%, attracting a younger, urban customer with a mixture of flexible subscriptions, electric models and a DTC push.
The parent company behind Mr Kipling and Sharwood’s is ramping up its marketing investment after a record year which saw the business attract 4.5 million new customers under lockdown.
Several of this month’s biggest winners on YouGov’s BrandIndex metrics launched new products – but will the sales boost be long-term?
With the launch of Bud Light Seltzer, Budweiser wants to use its trademark humour to demystify hard seltzers and become a leader in the nascent UK category.
Marketers cannot be an expert in everything, so instead they should home in on opportunities that excite them, advises Waitrose customer director Martin George.
The drinks giant set up an growth taskforce last year that meets every two weeks to discuss new ideas and creative solutions for problems.
Doubling its media investment, implementing new technologies and experimenting with targeting helped Ted Baker attract new customers over the pandemic, says chief customer officer Jennifer Roebuck.
UK brands are encouraged to dial up their innovation and creativity, responding at pace to the trends caused by Covid-19, or risk diminishing value.
Procter & Gamble’s chief brand officer reveals how he stays “fresh” and inventive after nearly four decades with the company.
Procter & Gamble saw a 5% revenue increase and credits this to “doubling down” on marketing and innovation over the past year.