Although it was founded more than a decade ago, hair tools firm Cloud Nine’s brand journey kicked off properly three years ago, and it is already leading to significant growth.
By Molly Innes
Despite being launched by the cofounder of leading hair tools brand GHD, Harrogate-based competitor Cloud Nine doesn’t see itself as a challenger brand.
Adopting a confident position, sticking to the plan and building relationships has helped Cushelle in its mission to change the makeup of the toilet paper sector.
Describing Covid as an accelerator for innovation, the global health and hygiene company believes courage is needed to create a culture comfortable with taking educated risks, although there is no one size-fits-all recipe for success.
Pursuing partnerships, entering awards and carving out a place in culture are all strategies that have helped sexual wellbeing brand Lovehoney achieve global growth.
Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
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.