Following the recent death of Red Bull cofounder Dietrich Mateschitz, our columnist breaks down the elements behind its and other notable brands’ marketing success stories.
I always open my MBA marketing classes and routine brand workshops the same way, by asking the people in front of me to give me examples of what they would deem ‘great brands’. And the same ones come up every time: Apple, Nike, Red Bull.
CEO Ramon Laguarta claims consumers in Europe and beyond are following PepsiCo’s brands as they “stretch” to higher price points, although the inflationary environment means challenges ahead.
Huib Van Bockel is launching the first marketing campaign for his natural energy drink Tenzing as he looks to “ride the wave” of the sugar tax.
The drinks giant’s core strategy for dealing with the likely challenging economic environment in 2023 will be to “lean into growth”, its CEO has said.
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.
