Why B2B marketers are approaching AI with a mixture of ‘excitement and caution’
Matthew ValentineAI: Beyond the Hype. Generative AI offers B2B brands a wealth of opportunity but marketers are experimenting with an edge of caution.
AI: Beyond the Hype. Generative AI offers B2B brands a wealth of opportunity but marketers are experimenting with an edge of caution.
The ASA has upheld three complaints made by Sainsbury’s against Aldi.
As Unilever looks to separate its ice cream business, which could result in demerger or a sale, the health of its ice cream brands including Ben & Jerry’s and Magnum is crucial.
Current global CMO Brady Brewer has been promoted to CEO of Starbucks’ international business.
Tesco will need to change its Clubcard Prices logo in the coming weeks as it loses its appeal against last year’s ruling, which found it had infringed on Lidl’s trademark.
Home improvement retailer Wickes says it has increased its female customer base by 69% thanks to its “proactive marketing to women”.
Having created a new category, functional juice shot brand Moju, first had to educate consumers about the product before turning its attention to brand.
As the airline unveils its biggest TV campaign since 2019, marketing boss Calum Laming is looking to “build forward” not build back.
Many marketers face difficulties as economic pressure, evolving touchpoints, and changing consumer behaviour prioritize immediate results, leaving little room for creativity. However, turning new ideas into engaging campaigns is critical to differentiating yourself in a saturated market. It’s essential to developing long-term brand equity. How do brands and agencies achieve their creative goals with tight […]
Most new product launches fail. Here’s how Liquid Death defied expectations and earned a valuation of over $1bn, according to founder Mike Cessario.
B2B businesses need to embrace sustainability and make it a core positioning tool if they are to monetise their efforts and reap the financial rewards.
Chief creative officer John Schoolcraft explains Oatly is a brand without a “red thread”, which fuels its “consistently inconsistent” approach.
The retailer claims value is still at the ‘centre of its gravity’, while work on a proposed pan-partnership loyalty scheme continues.
B2B brands don’t just need the salience to make it onto buyers’ shortlists, but must also win their confidence during the purchase process.
From repositioning as a revenue generator to nailing the message internally, B2B marketers need to be patient, brave and tenacious if they want to land investment.