How negative health reports are hitting trust in food brands
Lucy TesserasAn influx of negative news focusing on sugar, trans fats and misleading food labels has led to a distrust of brands and change in consumer buying behaviour, new research shows.
Secret Marketer: High street retailers should focus on the benefits of being local to compete with digital
David CoveneyAs retailers announce their Christmas trading figures, it is interesting to note that those that did well credit their success to online sales almost without exception. In contrast, those that underwhelmed the markets blame digital competitors and their own inability to respond quickly.
Are Barbie’s new curves just a ploy to boost sales?
Sarah VizardBarbie has introduced a range of new Barbie dolls with more diverse body types and from different ethnicities as it looks to arrest a steep decline in sales. But while some may be cynical the brand is actually going back to its roots.
Budgeting and changing strategy: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From cautionary tales from the budgeting and planning frontline to the changing nature of retail, it’s been a busy week. Here is my take.
Nike pledges to ‘stay on the offensive’ as it increases focus on demand creation
Chris SutcliffeThe sportswear retailer is feeling buoyant after a strong first quarter, and vows to stay on the offensive into the rest of the year.
How Dunelm’s top marketer shifted focus from product to customer
Josh StephensonSean McGinty tasked himself with putting the customer at the heart of Dunelm when he joined the business from Aldi earlier this year.
Justify budget requests with a solid set of projections
Grace KiteRunning the numbers through different scenarios enables you to identify the budget that’s needed to reach your targets and will make it more likely to be approved.