Marketoonist on the evolution of smart products
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
New CMO Kate Thunnissen is on mission to reignite Mettle’s brand, after a cut to investment took its toll on awareness last year.
By examining the tension between intense early adopters and mass market resistance, marketers can identify which disruptive behaviours will go mainstream.
Marks & Spencer hired brand and marketing manager Sophie Jacobs to act as a “custodian” of its brand characters earlier this year, as it aims to make them bigger “than ever”.
Can ChatGPT use its AI-driven natural language processing to revolutionise marketing automation?
Having recruited a marketer to manage its character brands in June, M&S is flexing mascots such as Percy Pig into new categories to broaden their appeal.
Shortages of staff and raw materials mean marketers must influence how suppliers perceive them, and ground product development in supply chain reality.
Heinz believes prioritising innovation is the key to growth, a strategy which includes apologising for being ‘ridiculously late’ with the launch of its pasta sauce range.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Our marketing columnist experiences an epiphany on his couch that leads him to revise his opinion of Heinz pasta sauce and the state of modern marketing.
UK brands are often accused of a lack of innovation, but is this fair? Marketers explain what they’re doing to stay relevant and drive growth.
CEO Ramon Laguarta claims consumers in Europe and beyond are following PepsiCo’s brands as they “stretch” to higher price points, although the inflationary environment means challenges ahead.
CMO Deborah Keay explains how Chase has managed to take a well-known US retail banking brand and turn it into a digital-only success story in the UK.
After rethinking its approach to innovation and implementing a new pipeline, Durex is now able to develop product concepts quicker, cheaper, and with “greater confidence”.
Britvic wants to tackle today’s economic challenges head-on, says commercial growth director Bruce Dallas, using innovation to explore new categories and markets.