The B2B brand was an unlikely sponsor of the Women’s World Cup but sees sport as another opportunity to invest in brand marketing and build connections with its customers.
Being able to demonstrate the revenue-generating potential of any proposed spend is essential to convincing key stakeholders to invest in marketing, says Pinterest’s Grace MacDonald.
The B2B giant prides itself on a dual effectiveness tracker that proves the worth of brand and performance marketing to senior leadership.
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.