After nearly three decades working in large scale businesses with considerable marketing firepower, former Burger King CMO Fernando Machado is transitioning into the startup world as he joins meat-alternative food company NotCo.
As he steps down as CMO, Machado is leaving the fast-food brand in better health than when he started – but there’s still a considerable challenge ahead for his successor.
By investing in media beyond Facebook and Instagram, shifting its messaging and moving towards integrated campaigns, Oddbox was able to boost brand awareness and salience, and achieve its best month for customer acquisition.
After leaving the corporate world and big names like Unilever and Coca-Cola for roles at Sipsmith and Allplants, Shelley Macintyre likes to work with businesses at the inflection point when scrappy startups become brand-focused scale-ups.
In the first of a series of articles looking at what it takes to build brands effectively, Boots, Yorkshire Tea and Cadbury – three of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on the importance of brand diagnosis and positioning.
The brand value of UK companies fell 14% this year, compared with 1% growth in 2022, according to BrandZ’s latest UK ranking.
Boohoo expects revenues to decline by between 12% and 17% in its full 2024 financial year but says it remains committed to investing in marketing for the long-term health of its brands.
Gender-fluid fashion is reaching a cultural apex so mainstream fashion brands looking to capitalise on its growing popularity need to be prepared to speak about it authentically – and with confidence.