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‘It was just too much’: Brand building lessons learned the hard way
The lessons marketers gain when things don’t go to plan can be even more valuable than the successes.
The lessons marketers gain when things don’t go to plan can be even more valuable than the successes.
Marketing leaders from Cadbury, Sage, Boots, Guinness and Yorkshire Tea share their thoughts on the brand codes and tone of voice in the next installment of our series on what it takes to build brands effectively.
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.
In the next installment of our series looking at what it takes to build brands effectively, marketing leaders from Sage, Boots, Guinness and Yorkshire Tea – four of the five brands shortlisted for the coveted Brand of the Year prize at the Marketing Week Awards – share their thoughts on research and category entry points.
In the first of a new series looking at brand-building best practice in B2B, we speak to CMOs at companies including KPMG, QuickBooks and RS Group about brand diagnosis and positioning.
CMOs from Channel 4, Chelsea Football Club and Octopus Energy discuss the trends impacting marketing’s top job, from reputational control to growth and tenure.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the rise of Liquid Death in a cluttered category to the level of marketing team restructures, it’s been a busy week. Here is my take.
P&G is aiming to build its brands and the categories in which they operate through meaningful innovation, CEO Jon Moeller says.