Dr Martens brand boss: Marketing can ‘get in the way’ of product
Niamh CarrollChief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.
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.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.
The supermarket says its loyalty scheme, Asda Rewards, is acting as a “key revenue driver” for the business.
‘That’s why mums go to Iceland’ has been a long-running slogan for the retailer, but it has been tweaked to reflect “all aspects” of its consumer base, its chairman says.
Despite revenues falling 18% year-over-year in the six months to March, Asos’s CEO insists the retailer is “delivering” against its turnaround plan.
Puma’s leadership team has been waiting for the moment the brand would “invest differently” in marketing, something top marketer Richard Teyssier is confident it is doing with new teams, fewer activations and bigger brand investment.
Morrisons is trialling the personalised, AI-powered initiative, which rewards shoppers for purchasing particular brands they select from a list, something it says will provide value for both the consumer and brands.
Newly appointed chief brand officer Ije Nwokorie will take over as CEO next year.
Deborah Dolce has been with TJX Europe, best known for owner TK Maxx, for 30 years and joined as the ‘off-price’ fashion store launched in the UK. She praises culture and curiosity as being key to her longevity at the business.
Tesco retains a “healthy dose of paranoia” about taking on the “intensely competitive” supermarket category, despite value play delivering market share gains.
Food sales in particular saw “significant” volume growth in March, as British Retail Consortium data shows an early Easter helped boost sales.
Sainsbury’s new initiative, which replaces its Price Lock promotion, bears an identical name to a similar scheme from Tesco.
The discounter has pledged to cut more prices in 2024 than ever before.
Brands need to work ‘hand in glove’ with agency partners to get the best results, suggests Matalan marketing boss Ali Jones as she undergoes brand transformation.