The head marketer at Unilever believes that having the ‘right product at the right price’ comes before purpose.

Before focusing on purpose, brands should prioritize getting their product and price right, according to Conny Braams, Unilever’s outgoing Chief Digital and Commercial Officer. She emphasized that purpose can be a powerful way to differentiate brands, but the foundation of a strong value proposition, with the right product at the right price, must come first. […]
Sprite made greatest family infiltration picks up of any FMCG brand in 2022

Sprite was the fastest developing FMCG brand all inclusive in 2022, in terms of family entrance, agreeing to figures from Kantar, as the Coca-Cola Company invests behind the brand to create its situation more joined together all inclusive. Agreeing to the inquiry, detailed in Kantar’s ‘Brand Footprint’ 2023 report, the Coca-Cola Company-owned brand picked up […]
Why did Starling Bank want to’reinvent’ B2B marketing?

Navigating the B2B banking sector is a challenging endeavor. Amidst competition from well-established counterparts with substantial resources and customer loyalty, Starling Bank noticed its consideration rate lagging behind at 13%, having not introduced a new B2B campaign for a span of two years. Eager for a transformation, the bank recognized that its B2B competitors […]
Palestine advocates are mobilizing for a boycott of Zara.

Zara, the renowned Spanish clothing brand, finds itself embroiled in controversy following the recent launch of its marketing campaign titled “The Jacket.” The campaign, initially designed to showcase the versatility of Zara’s clothing through innovative design, has, however, encountered significant public backlash. The source of contention lies in the utilization of visuals that evoke memories […]