While many companies try to innovate, they are often doomed to fail. But according to senior marketers at Unilever, Britvic and L’Oréal there are various steps brands can take to ensure their product makes it through the critical first two years – from taking a closer look at customer behaviour to having a wider purpose.
Cosmetics group L’Oréal, named in the top 100 companies for ‘brand purpose’ in a new report by consultancy Radley Yeldar, claims that supporting women in science careers helps benefit shareholders while also benefiting society.
Time Inc. UK has appointed Michel Koch as its first ever chief marketing officer, with the publisher stating “the time was right” to strengthen its marketing expertise and “refocus” the business after 18 months of transformation.
Consumer confidence continues to lift as people respond positively to news of a rebound for the economy during the second half of the year, but new variants and inflation are still cause for concern.
By introducing brand-focused TV advertising into its marketing mix, online florist Bloom & Wild has recorded significant improvements in awareness, consideration, and even in its share of search.
The collapse of the breakaway European league was a failure to understand the needs and wants of a market.
With outdoor dining resuming in April, restaurant brands’ media, brand and purchase metrics all appear to have benefited from consumer anticipation.