Unilever boosts brand and marketing spend by €700m in first half
Matthew ValentineFocusing on its 30 Power Brands enabled the FMCG giant to free up nearly €700m in extra brand and marketing investment to feed a “strong” innovation pipeline.
Focusing on its 30 Power Brands enabled the FMCG giant to free up nearly €700m in extra brand and marketing investment to feed a “strong” innovation pipeline.
It’s typical that marketers fawn over a brand built through promotion and packaging, when they ought to focus on their role in improving the thing they sell.
Taylors of Harrogate strategy and innovation director Dom Dwight shares how an NPD mistake led the company to evolve its entire approach to innovation.
Aiming to accelerate the pace of “newness and innovation”, Nike says it is repositioning to become more competitive.
The drinks giant has launched Pepsi Smart Can, a digital device developed by its marketing and design chiefs in tandem to create a new media platform that “grabs your attention”.
Pitched as an alternative to radical innovation, is brand renovation an efficient way of getting existing customers to fall for your products all over again?
The marketing team has developed a brand growth framework designed to identify “where to play and how to win”.
A mixture of artificial intelligence and human ingenuity represents a path to future growth, says Coke’s European CMO Javier Meza.
Expanding into new categories has been a source of growth for Premier Foods, while “sharper” promotional price points are supporting its return to volume growth.
Coca-Cola has innovated by creating long-lasting new products, renovating existing products, launching “novel” products, and designing new pack formats, all of which are “driving the business”, says CEO James Quincey.
Chief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.
According to employees, the marketing department is being taken more seriously than prior to the launch of revamped streaming service ITVX.
Bringing “newness” to the category through innovation and creating a distinctive brand facilitates pricing power with consumers, Nike CFO Matt Friend said.
The Unilever-owned brand wants to “create FOMO” with its fragrance launch, rolling out the latest phase of its long-term Gen Z focused strategy.
Google owner Alphabet has so far failed to demonstrate its readiness for an AI-driven future, where its mission and established products could become redundant.
All the latest marketing podcasts from Marketing Week, featuring analysis of marketing trends and interviews with top marketers.