Best in class brand building: Top marketers on getting brand diagnosis and positioning right
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.
It has been yet another tricky year for businesses. With inflation, the cost of living, war and transformed consumer habits in a post-pandemic world, there’s been an awful lot for marketers to contend with.
But amid all of that, the vital role a strong brand plays in supporting business growth has become increasingly apparent. This year, some stood out among the crowd.