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Aviva and Tesco issue ‘call to arms’ to do more for mums
Charlotte RogersBoth companies missed out on Mumsnet’s list of the 10 brands mums love, which has encouraged them to reflect on what more they can do to connect.
Coca-Cola to axe 1,200 jobs as it shifts to new ‘cluster’ model
Sarah VizardMarketing jobs are at risk as part of job cuts that Coke hopes will help its transformation into a more agile ‘total beverage company’.
Carlsberg focuses on its Danish roots as new campaign taps into ‘hygge’ trend
Leonie RoderickCarlsberg is launching a £15m campaign in a bid to stand out from competitors, after recognising previous marketing campaigns had led it to become “interchangeable” with other beer brands.
Best in class brand building: Top marketers on getting brand diagnosis and positioning right
Michaela JeffersonIn 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.
Value of the UK’s top brands drops by 14%
Molly InnesThe brand value of UK companies fell 14% this year, compared with 1% growth in 2022, according to BrandZ’s latest UK ranking.
‘Short-term pain to protect brands’: Boohoo Group doubles down on marketing as it slashes forecast
Niamh CarrollBoohoo 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.
Fashion brands need to be prepared for a gender-fluid future
Helen JamesGender-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.