Streamlined processes, the principles of Ehrenberg-Bass, and creating an ‘engaged marketing community’ are all helping the privately-owned snack company drive growth, says marketing boss Kevin McNair.
After undertaking extensive consumer research, Subway has overhauled its menu to make it more tempting and prevent “order paralysis”, the first step in its wider transformation plan.
Over the past five years, McDonald’s has been on a mission to establish a “creative excellence and effectiveness culture”, which has allowed it to prove the value of marketing and show how brand building contributes to business success.
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.