The question most marketers are grappling with these days is how to convince their superiors to invest in long-term brand building.
1-Lay the groundwork: Draw attention to the need for long-term brand building and its impact on the company’s finances early on. Ideally, get buy-in from senior executives before proposing changes. 2-Manage up: Understand the mindset of executives, who may have limited knowledge of marketing. Keep them informed, seek their counsel, and build trust. […]
Adidas a significant issue affecting young girls
They developed the (PE)riod Lesson Plan, a comprehensive resource offered for free to schools, parents, and coaches. The plan not only explained the physiological changes during menstruation but also demonstrated how these changes could be harnessed positively through sport. By equipping young girls with the necessary knowledge about their bodies and offering guidance on nutrition […]
Pets at Home claims ‘strong’ growth following a brand revamp.
Pets at Home maintained its momentum following its brand relaunch in May, announcing positive 2024 fiscal year first quarter results on August 3rd. The brand overhaul, which cost £2 million and saw the company unite its businesses under the ‘Pets’ master brand, resulted in “encouraging” results for the company in the sixteen weeks to July […]
As profit margins expand, Kraft Heinz’s price discipline pays off.
Profit margins at Kraft Heinz have grown for the second quarter in a row, as the company’s price discipline continues to pay off. CEO Miguel Patricio expressed “pride” in the company’s “resilient” portfolio, which isn’t losing incremental market to private label despite charging above the competition. While he acknowledges that the company is losing market […]
Ritson: Differentiation isn’t about being unique.
During his most recent Mini MBA webinar, Mark Ritson stated that differentiation does not have to compete with distinctiveness. For the seminar, Defending difference, our Marketing Week writer argued that marketers had strayed too far away from difference in pursuit of distinctiveness, when they should be aiming for both. Ritson first dispelled any notion that […]
What can marketers learn from Wilko’s failure?
I’m sorry to learn that the well-known UK bargain store Wilko is about to go bankrupt. Some would argue that the possible failure is a typical example of a broken Britain, with inflation, Brexit, and rising living costs. These headwinds will undoubtedly not have helped. But I believe the true reason for Wilko’s problems was […]
The ‘Barbie’ AI selfie generator has 13 million users.
The success of Warner Bros. and PhotoRoom’s “Barbie” selfie-generator demonstrates how marketers continue to look to the hype surrounding AI as a means of capturing the attention of consumers, and its success could be a signal to others in Hollywood wanting to capitalize on similar strategies. This year, technology has been at the forefront of […]
Microsoft is Required to Understand What Customers Really Want.
While executives in the C-suites, whose desks are typically the furthest away from the consumer, may find it simpler to be given a researcher’s topline report on customer behavior, this CEO’s method of obtaining a handle on a company’s operations was a literal and figurative reality check. It offers as a good illustration of what […]
Not Dumbing It Down: Keeping It Simple
The concentration and clarity of your messaging should always be a priority when developing a brand. Whatever you say needs to be straightforward, comprehensible, and memorable because people typically pay little attention to communications and advertisements. Additionally, it must be linked to your brand, creating lasting memory structures. That’s a simple process for some categories. […]
Creating a New Marketing Plan? Recall that it’s about people.
These facts and figures, which form the basis of our marketing plans, are thoroughly studied and stated with utmost certainty, defining the choices taken by marketing teams and businesses alike. We are continually submerged in a sea of statistics, metrics, and algorithms due to the volume of information at our disposal. Although data-driven strategies […]