‘It’s a pivotal moment’: Skoda targets new customers with electric push
Matthew ValentinePlanning a leap forward in both product and brand image, Skoda is looking to target a new customer base with the launch of its fully electric model.
Analysis
In-depth features, interviews and insights into marketing’s biggest issues.
Is it time for a brand character renaissance?
Charlotte RogersBrand mascots have largely fallen out of favour in recent years, but marketers should not underestimate their unifying ability to deliver the humour and emotion consumers love.
What impact will brands snubbing GB News have long term?
Manny PhamAnalysts argue the decision by brands such as Kopparberg, Ikea and Nivea to pull advertising from GB News could be “a dangerous game to play” but suggest it will likely blow over quickly in the same way the Facebook boycott did last year.
‘Lies, hypocrisy and deceit’: BrewDog’s brand health takes hit from allegations
Michaela JeffersonAs former staff accuse the craft beer brewer of creating a “culture of fear”, BrewDog has seen its brand health scores plummet, although the impact on purchase intent has been minimal.
Meet the DTC laundry brand taking on the FMCG giants
Charlotte RogersFounded by two former Unilever marketers, Smol is gaining ground on its global FMCG rivals with a DTC model focused on being eco-friendly, convenient and value for money.
Growth Hacks: Yoppie on why customer engagement is a non-stop process
Matthew ValentineAfter notching up a 21,500% annual increase in users, period care brand Yoppie puts the strength of its community firmly at the heart of its growth story.
Getting back to basics and being customer centric: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From underlining the need to maximise opportunity by generating demand to realising you are not the customer, it’s been a busy week. Here is my take.
Personalisation in ecommerce: A beginner’s guide
Econsultancy TeamFrom the challenges of personalisation and the data needed to ensure it is effective, to best practice examples and how to measure success, this guide offers an overview of everything brands need to consider when it comes to ecommerce personalisation.
How to drive brand loyalty among the younger generations
Andrew BusbyBrands can drive loyalty among millennials and gen Z through personalisation and rewarding customers in bitcoin.
Wickes CMO Gary Kibble on the virtues of a ‘no regrets mentality’
Matt BarkerA retail specialist, Gary Kibble is a firm believer in soaking up marketing knowledge and embracing each new challenge, mixing data with a hefty dose of creativity wherever possible.
Marketing That Matters: How TalkTalk rapidly digitised its customer journey to meet booming demand
Marketing Week ReportersThe second season of our podcast looks into digital brand transformations, starting with TalkTalk’s response to booming demand in the pandemic.
The top 50 customer experience professionals in the UK: CX50 2021 revealed
Michael BarnettThe fourth annual CX50 list, compiled by Marketing Week in partnership with Zone and Cognizant, recognises the CX leaders successfully facing the future.
Diageo’s CMO on the ‘energy sources’ that underpin marketing
Manny PhamWhen Cristina Diezhandino took over as Diageo’s CMO last summer she saw it as an opportunity to rethink “the future of marketing” and introduce six pillars to rally the drinks giant’s 1,200-strong team.
Brand building and breaking taboos: Your Marketing Week
Lucy TesserasAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From understanding where you can add value to Sports Direct’s brand building endeavour, it’s been a busy week. I’m stepping in for Russell again this week, so here is my take.
How brands can win in the era of immersive sports storytelling
Matt BarkerBoth the Olympics and Euro 2020 tournament will see significant changes to the way we watch sport, with broadcasters poised to introduce new tech to create immersive fan experiences.