It is fashionable to believe marketers today should aim for mass market penetration and that segmenting, targeting and positioning are things of the past. For most brands that is a fallacy.
Marketing has an increasingly integral role in business growth but research shows it still has a job to do to change its perception as the colouring-in department.
The Co-op is ungovernable, according to its former boss Euan Sutherland, who resigned today (11 March) after what can only be described as a torrid 10 months at the helm. It also looks increasingly unmarketable as it lurches from one disaster to the next. Yet now more than ever the Co-op Group must remind customers what it stands for, what it means to people and the valuable role it plays in community life.
The beverage giant saw a boost to sales resulting in a 5% year-on-year increase in revenue to $9bn (£6.4bn), as CEO James Quincey credits the actions Coca-Cola took during the pandemic in helping its recovery.
With the reopening of travel on the horizon, Expedia hopes to be seen as the “ultimate travel companion” with its biggest brand spend in five years.
The proposed league format takes many of its pointers from the hugely successful US sports model, but can it win over local fans and brands, or is the reputational risk too high?
We arm you with all the numbers you need to tackle the week ahead.