Brands need a new model for path to purchase that better reflects consumers’ buying behaviour. May I present to you the ‘Hankins Hexagon’.
With motivation low, confidence knocked and resilience being tested by the latest lockdown, marketers are being encouraged to seek emotional support and open up about their mental health.
Virgin Media is looking to increase brand equity through the launch of its latest campaign, after it “switched gears” to focus on long-term brand building.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From P&G’s advice to prioritise business outcomes to why memories matter more than clicks, it’s been a busy week. Here is my take.
Mitchells & Butlers has just refreshed three of its core brands – O’Neill’s, Ember Inns and Sizzling Pubs – to help retain the younger consumers it attracted during the pandemic.
The “quintessentially British” partnership has come to an end after 86 years, with Robinsons saying it is now focusing on “broadening its summertime reach”.
The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.