Why Unilever and P&G are pulling back from discounting
Reliance on promotions is slowly falling as FMCG brands put a bigger emphasis on effectively communicating brand benefits to justify a premium over competitors.
Will price pressures usher in a new era of direct selling?
Russell ParsonsThe promise of owning the customer journey and not being subject to the vagaries of the third-party relationship is one all suppliers must covet.
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Marmite sales soar as price row boosts brand awareness
Leonie RoderickMarmite has seen a £335,000 sales boost after the price row with Tesco, which saw Unilever aiming to offset higher importing costs following the Brexit vote.
Rekorderlig on its transition from cider to cocktails and why cheap prices ‘destroy’ brands
Rachel GeeHaving recently launched a new cider-based cocktail line, Rekorderlig claims the move signifies a more experimental phase as it also advises alcohol brands not to risk damage by cutting prices too deeply.
Heinz Beanz consideration drops following price increases
Rachel LawlerHeinz Beanz’s consideration and value scores have fallen as consumers switch to own-brand goods, YouGov BrandIndex data shows.
Branding, music and avoiding the perils of purpose – creative effectiveness unpacked
Rachel LawlerThe craft and conditions to drive greater creative effectiveness were explored by experts at an event hosted by TV marketing body Thinkbox.
‘It’s creating demand for the future’: Zendesk on the importance of brand building in B2B
Josh StephensonZendesk is looking to move forward from its troubled takeover with a brand refresh and media investment which takes a forward-looking approach to tackling customer acquisition that puts mental availability high on the agenda.
Two-thirds of B2B marketers expect budgets to grow in the next 12 months
Rachel LawlerDespite the challenging economic environment, a new report from Linkedin shows many B2B marketers are set for increased budgets, backed by finance peers who have greater faith in their ability to drive revenue.