How John Lewis and Waitrose will get people to ‘fall back in love’ with the brands
Sarah VizardPart of the John Lewis Partnerships’s new strategy is to use the strength and heritage in its brand to expand into new areas of retail and beyond.
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Patagonia on why it won’t fuel a ‘superficial desire’ for its products
Charlotte RogersFrom encouraging employees to take direct action to challenging consumers to ‘Vote the Arseholes Out’, Patagonia says its focus is on addressing the climate emergency not working with influencers or advertising in fashion magazines.
Tesco on how Covid-19 helped it to ‘really be at its best’
Molly FlemingMarketing Week’s Brand of the Year explains how listening to customers every day and doubling down on its strategy helped it weather the first coronavirus lockdown.
Tesco’s new CEO: I’m not a marketer by profession but I’m a marketer at heart
Sarah VizardNew boss Ken Murphy, who joined the retailer just six days ago, says he sees the Tesco brand as “central” to its strategy going forward.
Very looks to ‘supercharge’ its brand as it capitalises on growth
Charlotte RogersOnline retailer Very hopes its new creative platform will help the brand build a human connection with consumers that will work from autumn to the festive period and beyond.
How Boots used influencers to get Gen Z to spend more on beauty
Matthew ValentineBoots launched a platform to engage young shoppers and help them rethink the retailer as a beauty destination.
WeWork’s CMO on putting the ‘noise’ of the past behind it
Sarah VizardJust a year ago and it was almost impossible to avoid bad news about WeWork, but its new CMO says that’s all in the past as it looks to better communicate its proposition and role in the future of work.
The keys to unlocking a successful ‘golden quarter’ in 2020
Kelly HayesHuge competition and a disrupted sales cycle mean this year’s Cyber Weekend presents a unique challenge to marketers and retailers.
Digital strategies: How retailers are flexing between local and global
Matt BarkerBrands planning for an uncertain future need to find the right balance between online and offline if they want to retain consumer confidence and trust.
Why Greggs borrowed fashion’s ‘drop culture’ to launch its vegan steak bake
Matthew ValentineGreggs used the element of surprise for its first foray into vegan products. The follow-up required a different strategy.
Can casual dining brands survive on supermarket shelves?
Molly FlemingAn increasing number of high street restaurants are looking to take their products into supermarkets, but with so much competition on shelf how do you stand out?
Next reinstates marketing investment after £21m lockdown saving
Charlotte RogersThe high street retailer, which saved £21m by turning marketing off during lockdown, is ramping up its investment as it looks to learn the lessons of Covid-19.
John Lewis poised to unveil ‘modernised brand purpose’
Matthew ValentineJohn Lewis chairman Sharon White kicks off a review of the brand purpose in a bid to gain a deeper understanding of the issues motivating customers.
Morrisons poaches Sainsbury’s brand boss as new CMO
Charlotte RogersCurrently serving as Sainsbury’s group head of brand communications and creative, Rachel Eyre will join Morrisons in 2021 as the supermarket looks to foster a new generation of retail talent.