‘It was just too much’: Brand building lessons learned the hard way
Michaela JeffersonThe lessons marketers gain when things don’t go to plan can be even more valuable than the successes.
In-depth features, interviews and insights into marketing’s biggest issues.
The lessons marketers gain when things don’t go to plan can be even more valuable than the successes.
Move aside, always-on marketing: brands need to be ‘always in’ to win the trust and attention of TikTok’s diverse communities.
Krispy Kreme is celebrating 20 years since it opened its first store in the UK – but its CMO believes the brand still has growth potential if it can increase awareness.
Optimising marketing budgets for short-term and long-term objectives comes down to finding the sweet spot for customer lifetime value, as Boden’s performance marketing and CRM director revealed at the Festival of Marketing.
Marketing leaders from Cadbury, Sage, Boots, Guinness and Yorkshire Tea share their thoughts on the brand codes and tone of voice in the next installment of our series on what it takes to build brands effectively.
In the next installment of our series looking at what it takes to build brands effectively, marketing leaders from Sage, Boots, Guinness and Yorkshire Tea – four of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on research and category entry points.
Peugeot are investing in brand building and a more ‘modern’ approach to marketing to grow a distinctive brand identity in a fiercely competitive category.
Programmatic ads have benefits for a wide range of objectives. Here are three approaches adopted by different sectors for achieving their specific goals.
In the first of a series of articles looking at what it takes to build brands effectively, Boots, Yorkshire Tea and Cadbury – three of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on the importance of brand diagnosis and positioning.
The latest instalment in our State of Market Research series looks at four times when market research has made a real difference to an organisation – and the lessons that can be learned from it.
Marketing transformation is a term used by all sorts of brands and business but lacks a common term. What classes as truly transformative work, however, is a fiercely debated topic.
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 cautionary tales from the budgeting and planning frontline to the changing nature of retail, it’s been a busy week. Here is my take.
Sean McGinty tasked himself with putting the customer at the heart of Dunelm when he joined the business from Aldi earlier this year.
Budgeting and planning season may sometimes feel like fighting a losing battle for marketers, but it should be a moment to reflect and press forward, according to former marketing leaders.
EA Sports’ top marketer on what goes into rebranding a product with 30 years of heritage – and how utilising strong partnerships and data brought it to life.