Why Durex wants to be seen as ‘more than just a condom brand’
Durex is on a mission to prove to consumers that it is more than just a condom brand, as it looks to focus on “the emotional as well as the physical” aspects of sex.
‘Social purpose helps brands thrive even more so in times of uncertainty’
Michelle KeaneyBrexit has caused us all – both individuals and organisations – to do a lot of soul searching in recent weeks. Those businesses that thrive in times of uncertainty, however, will be the ones that focus on purpose, says Michelle Keaney, founder of Three Point Zero and partnership director at The Marketing Academy.
What do we really mean by ‘purposeful’ business?
Michelle KeaneyTruly purposeful brands can change the world while driving fantastic business results.
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How marketers can put social purpose into practice
Charlotte RogersBrands need to replace the outdated concept of CSR with a social purpose that is intrinsically linked to their core objectives.
Coke on how cutting brands will lead to stronger innovation
Molly FlemingCoca-Cola says revenue per innovation is already increasing as it focuses its efforts on fewer brands.
Premier Inn’s CMO on waking up the ‘dormant’ brand
Sarah VizardCovid might have forced Premier Inn to rip up the rulebook, but now it’s going back to its heritage and key assets to take its brand “to the next level”.
Unilever ups investment in ‘manpower intensive’ digital marketing
Molly FlemingUnilever is streamling innovation and investing in its brands as it looks to navigate the next period of Covid-19.
Marketing budgets slump again as UK enters second Covid wave
Matt BarkerThe latest IPA Bellwether Report shows small signs of improvement compared to the “nadir for UK marketing budgets” seen during the second quarter, but the devastating effects of Covid-19 continue to be felt across all sectors.