Having boosted awareness, education is the necessary next step towards moving consumers down the funnel towards purchase intent, says marketing director Alex Pickering.
Coffee machine maker De’Longhi is shifting its marketing focus from awareness to consideration, after successfully increasing unaided awareness with its Brad Pitt-backed brand campaign.
Italian brand De’Longhi is launching its “largest ever campaign” as it looks to double the premium coffee machine market in the UK.
Sports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
A cornerstone of marketing theory for more than 100 years, are brands taking the funnel concept too literally, or should they flex to reflect customer journeys in 2022?
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.
