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Unilever finance chief tells investors to take ‘holistic’ view of return on marketing spend
Niamh CarrollReturn on marketing investment cannot solely be judged by whether volume sales grow, Unilever CFO Graeme Pitkethly has told an audience of investors and financial analysts.
Alpro: Focus on product rather than ‘edgy’ marketing is key to retaining market leadership
Niamh CarrollThe plant-based dairy alternatives shelf has become crowded; however, 40-year-old market leader Alpro believes it is its product that will help it stand out versus newer brands, rather than flashy advertising.
‘You can be blinded’: The perils of falling into the data trap
Matthew ValentineThe State of Market Research series continues with an examination of the role internal data has played in the seemingly diminishing position of market research. Is internal data a cheap effective resource or is it leading brands to false conclusions?
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.