Marketoonist on innovation risk
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
What is key to creating effective marketing? With entries now open for the Marketing Week Masters Awards, we speak to five of our judges to gain some insight into what goes into an award-winning campaign.
Off the back of the success of its rebrand of Carlsberg Export, Carlsberg is looking to spark sales growth in other brands including Tetley, San Miguel and namesake beer brand Carlsberg either through innovation or renovation.
With the sugar tax on soft drinks coming into force on 6 April, the industry’s big players are looking to innovation and premiumisation to kickstart growth in a ‘complacent’ market.
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.
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