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‘It was just too much’: Brand building lessons learned the hard way
The lessons marketers gain when things don’t go to plan can be even more valuable than the successes.
‘Any brand’s biggest strength’: Top marketers on the value of distinctive assets and a consistent tone of voice
Michaela JeffersonMarketing leaders from Cadbury, Sage, Boots, Guinness and Yorkshire Tea share their thoughts on the brand codes and tone of voice in the next installment of our series on what it takes to build brands effectively.
Best in class brand building: Top marketers on getting brand diagnosis and positioning right
Michaela JeffersonIn the first of a series of articles looking at what it takes to build brands effectively, Boots, Yorkshire Tea and Cadbury – three of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on the importance of brand diagnosis and positioning.
Don’t get ‘bamboozled’: Marketers on the best approach to research and category entry points
Michaela JeffersonIn the next installment of our series looking at what it takes to build brands effectively, marketing leaders from Sage, Boots, Guinness and Yorkshire Tea – four of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on research and category entry points.
Halfords introduces dynamic pricing in garages
Niamh CarrollMotor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
Competition watchdog to open investigation into supermarket loyalty schemes
Chris SutcliffeThe Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.
UKTV unveils new masterbrand to unite its streaming and linear offer
Josh StephensonThe 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.
Future Marketing Leaders 2023: Ucheora Obi-Wheeler, HSBC
Marketing Week ReportersMarketing Week is proud to name HSBC’s Ucheora Obi-Wheeler as one of our inaugural Future Marketing Leaders, sponsored by Digitas.