In-depth features, interviews and insights into marketing’s biggest issues.
The perennial problem for any whisky brand is how to attract new customers. As the category continues to recover from a post-Covid slump, three whisky brands tell us how they are looking to grow the market through a younger audience.
Today’s consumers are inundated with media vying for their attention, as delegates heard at this year’s Festival of Marketing. So how can cultivating ‘fandom’ help brands cut through?
England and Chelsea’s Jess Carter says brands need to get behind women’s sport on a domestic level, and not just for the glory.
Our State of Market Research series concludes with a look at what is to come in the field of market research. From the advent of new technology to an uncertain economic climate; it remains a fascinating and volatile industry.
Hiscox marketing director Fiona Mayo believes more marketers should challenge themselves to try different categories when charting their career as the skills you’ve learned will apply across the board.
True emotional connections between brands and customers boost revenue as well as retention, but marketers need an accurate understanding of the key trigger moments.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Nationwide’s first rebrand since 1987 to marketers sharing alternatives to the funnel, it’s been a busy week. Here is my take.
Consumer interest in eBay’s fashion offerings skyrocketed this year, thanks to a campaign from agency DEPT that bridged TikTok, TV and everything in between.
The lessons marketers gain when things don’t go to plan can be even more valuable than the successes.
Move aside, always-on marketing: brands need to be ‘always in’ to win the trust and attention of TikTok’s diverse communities.
Krispy Kreme is celebrating 20 years since it opened its first store in the UK – but its CMO believes the brand still has growth potential if it can increase awareness.
Optimising marketing budgets for short-term and long-term objectives comes down to finding the sweet spot for customer lifetime value, as Boden’s performance marketing and CRM director revealed at the Festival of Marketing.
Marketing 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.
In 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.
Peugeot are investing in brand building and a more ‘modern’ approach to marketing to grow a distinctive brand identity in a fiercely competitive category.