It’s true a product’s purpose is to perform its function effectively, but the value of a brand is in making consumers believe it does more than that.
“The last time I checked,” writes activist investor Terry Smith, in his annual letter to clients of his Fundsmith Equity Fund, “soap was for washing”.
Having branded the company’s focus on purpose “ludicrous” in 2022, fund manager Terry Smith has again accused Unilever of “virtue signalling”.
As Marketer of the Year, NatWest Group’s CMO Margaret Jobling explains how prioritising both purpose and profit can transform the effectiveness of marketing.
To really convince financial stakeholders, marketers need to urgently upgrade their marketing effectiveness language.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.
The broadcaster’s CMO Penny Brough exclusively tells Marketing Week the inside story about why it felt the need to make the change to U, the research that underpinned it and what it hopes it will achieve.
Marketing Week is proud to name HSBC’s Ucheora Obi-Wheeler as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
