‘It was just too much’: Brand building lessons learned the hard way
Michaela JeffersonThe lessons marketers gain when things don’t go to plan can be even more valuable than the successes.
Michaela Jefferson
‘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.
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.
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.
Has digital media reached maturity as a brand building channel?
Michaela JeffersonMarketing Week’s Language of Effectiveness survey shows more marketers believe digital is an effective brand building tool than offline. It would signal a seismic shift in perceptions but are some digital channels more effective at building brands than others?
How SMEs are taking an ‘entrepreneurial’ approach to market research
Michaela JeffersonMarket research is a key tool in any marketer’s playbook. But when budgets are being squeezed can SMEs find new ways to make their research spend go further?
What does marketing best practice look like for SMEs?
Michaela JeffersonFor SMEs it’s not just a case of copying what works for larger businesses, they need to focus their marketing and make hard choices if they want to grow.
‘Nothing good ever came easy’: Can marketers marry profit growth with sustainability?
Michaela JeffersonWith 94% of marketers believing it’s part of their job to push sustainability, it’s important to understand how it can drive profit as well as doing good.
Sainsbury’s takes on Tesco Clubcard with Nectar Prices launch
Michaela JeffersonSainsbury’s, Boots and Tesco have now all shifted the focus of their loyalty schemes towards offering customers more immediate value, as the cost of living crisis changes buying behaviour.
Co-op to increase focus on loyalty scheme following £130m revenue boost in food
Michaela JeffersonThe uplift follows the launch of the group’s new food strategy in September, which included a £37m investment in price.
Fanta revamps logo with launch of first-ever global identity
Michaela JeffersonAfter making its first “concerted” global push behind the Sprite brand last year, The Coca-Cola Company has now turned its attention to Fanta.
Why Galaxy is making brand purpose its ‘number one priority’ this year
Michaela JeffersonBrand purpose attracts its fair share of criticism from marketers and shareholders alike, but according to Galaxy’s UK brand director, its value is seen in “generations”, not quarters.