Distinctiveness doesn’t need to come at the cost of differentiation
Distinctiveness and differentiation are both integral to brand success so there doesn’t need to be a trade-off between the two.
Distinctiveness and differentiation are both integral to brand success so there doesn’t need to be a trade-off between the two.
Kraft Heinz is suffering from a number of self-inflicted wounds, from underinvestment in its brands to a failure to adapt its portfolio to modern tastes, leading to a parlous financial situation.
Classic ads and product placements continue to have a brand-building effect decades later, which is a benefit more marketers should pay attention to when commissioning creative.
Marketers would be far better off focusing on what definitely won’t change in 2019 and making a list of all the things they could do better than being distracted by hollow predictions.
In line with increased retail distribution, Trip is launching its first TV campaign to increase brand awareness and build trust in CBD.
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 the changing nature of the top marketing job at Very and Innocent to what CEOs need from marketers, it’s been a busy week. Here is my take.
Pelosi joined the tech giant in 2022 after stints at EY and Wirpo.
Senior marketers from Guinness, Three UK and Warner Music discuss their shared growth challenges, despite working in contrasting sectors.