Oatly’s failed trademark claim against a rival won’t hurt its ability to differentiate, as long as it stays humble and human in the way it does business.
Earlier this year, the Swedish alternative milk brand, Oatly, took some time out from masterminding its $10bn Nasdaq float to focus attention on a couple of Cambridgeshire farmers.
As much as marketers want to differentiate from competitors, brands in the same market often follow the same formulas. To resist that outcome, watch out for these five pitfalls.
All marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.
After launching its Green Cuisine range two years ago, Birds Eye is now looking to broaden appeal further among mainstream consumers by partnering with Team GB ahead of the Olympics.
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.
