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.
The recent spat between JD Wetherspoon and brewer Heineken over the pub chain’s pricing in its newly opened pub in Ireland highlights the channel conflict between supplier and discount retailer.
With home ownership among young people continuing to drop, a new market is emerging for subscription-based and “versatile” furniture brands that want to change the relationship consumers have with material goods.
The cereal brand is launching a new marketing campaign, Any-Which-Way-A-Bix, to combat a decline in cereal sales and tap into the trend to personalise food.
Story of my CV: Performance marketing specialist Stuart Brann caught the startup bug early on in his career before taking his digital skills to more traditional financial services players like Barclaycard and TSB.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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