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
Why NatWest’s B2B fintech spin-off is reinvesting in brand after ‘letting the ball drop’
Michaela JeffersonNew CMO Kate Thunnissen is on mission to reignite Mettle’s brand, after a cut to investment took its toll on awareness last year.
Helen Edwards on why today’s marginal behaviours are ‘tomorrow’s pot of gold’
Charlotte RogersBy examining the tension between intense early adopters and mass market resistance, marketers can identify which disruptive behaviours will go mainstream.
How M&S is using its Percy Pig ‘mega brand’ to stay culturally relevant
Niamh CarrollMarks & 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”.
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Is ChatGPT the next big threat to Google’s dominance in the AI market?
Mark RitsonCan ChatGPT use its AI-driven natural language processing to revolutionise marketing automation?
M&S ramps up brand character focus with collaboration push
Niamh CarrollHaving 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.
Marketers have a duty to please suppliers as well as customers
Helen EdwardsShortages of staff and raw materials mean marketers must influence how suppliers perceive them, and ground product development in supply chain reality.
‘The future takes time’: Heinz on its ‘right to play’ in the pasta sauce market
Niamh CarrollHeinz 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.
Marketoonist on decision paralysis
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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Follow Shania Twain’s lead and make sure product isn’t the forgotten P of marketing
Mark RitsonOur 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.
‘Thinking differently’: How UK brands are innovating to stay relevant
Molly InnesUK 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.
PepsiCo credits ‘courageous’ pricing as brand investment ‘pays off’
Charlotte RogersCEO 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.
‘Patience, trust, accountability’: How digital bank Chase reached 1 million customers within a year
Michaela JeffersonCMO 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.
How Durex evolved its innovation pipeline to keep up with cultural shifts
Niamh CarrollAfter rethinking its approach to innovation and implementing a new pipeline, Durex is now able to develop product concepts quicker, cheaper, and with “greater confidence”.
Why Britvic is ‘running at the fire’ during the cost of living crisis
Niamh CarrollBritvic wants to tackle today’s economic challenges head-on, says commercial growth director Bruce Dallas, using innovation to explore new categories and markets.