Best in class brand building: Top marketers on getting brand diagnosis and positioning right
Lyndon WhiteIn 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%
Lyndon WhiteThe 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
Lyndon WhiteBoohoo 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
Lyndon WhiteGender-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.