Kraft Heinz is suffering from a number of self-inflicted wounds, from underinvestment in its brands to a failure to adapt its portfolio to modern tastes, leading to a parlous financial situation.
The number of direct-to-consumer brands is ballooning, as are predictions of the traditional FMCG sector’s demise, yet people underestimate the resilience and capability of the established giants.
Marketing leadership has failed to instill pride in the discipline, as a LinkedIn post by Unilever’s European president proves, leading to constant attempts to use purpose to apologise for or redefine it unnecessarily.
Richemont, owner of luxury watch brands such as Cartier, is boldly forfeiting hundreds of millions of pounds to keep stock out of the grey market, but it is a crucial step in preserving long-term brand equity.
Publishers, brands and agencies may fear the Facebook news feed changes will harm their businesses, but they are the right thing to do for users and the company’s long-term value.
As M&S sales fall again, its problems are not brand management but brand equity, and a mid-market positioning that is inevitably fatal in a tough consumer economy.
McDonald’s appointment of Omnicom to its advertising account is a significant first – both in terms of agency integration and the performance-based pay structure that incentivises achieving brand objectives above media buying rebates.
Your portable toilet business has nothing to learn from Steve Jobs, and if a consultant even mentions Maslow’s Hierarchy of Needs you should kick them out of the door.
The huge debate that has exploded around Protein World’s “Beach Body” campaign has made it the big branding story of the year so far.
Tech giant Microsoft owns one of the most enduring software brands in Windows, but almost managed to throw it away with Windows 8, so the product and branding noises coming from its new executive team are reassuring.
Aldi’s arrival in the UK in 1990 didn’t cause much of a stir but it heralded an irrevocable change for the future of branding.
Entrepreneurial brewing legend Jim Koch, of Samuel Adams lager fame, is finding it increasingly difficult to retain the reputation and distribution of his lager in the craft beer market for two reasons: authenticity and changing times.
Catch up on all the marketing news from the last week including BrewDog’s ‘most honest ad ever’, Boots’s move into digital loyalty and Asda’s plans following the failed merger.
Join this webinar to find how key trends around technology, media consumption and trust will impact your activity.
As Watford prepares for the FA Cup final against Manchester City, the club’s marketing boss has another battle on his hands, extending Watford’s reach internationally without getting preoccupied by “chasing the big”.
Successful B2B marketers are twice as likely to think long-term, but the pressure to deliver immediate results remains intense. To tackle the growing effectiveness gap, we need to balance the long and the short term.
Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.
We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.
