Research conducted by Marketing Week and Zone reveals the extent to which purpose is being embraced and neglected by brands. In this Marketer’s Manual, we explore what they need to do to realise the benefits of a strong brand purpose, such as incorporating it into all parts of the organisation and, crucially, embedding it in company-wide objectives and training.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.
According to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.
Coca-Cola’s senior director of media operations underlined the importance of being customer-centric in order to avoid siloed thinking.
When the whole country is your customer, delivering customer experience is a complex equation. Here, CX50 members from the public sector reveal their approach.
Compare the Market says the titles reflect “two crucial areas” for the business. Tom Wallis, who joined the business as chief revenue officer last year is now chief customer officer, while Mark Vile, who has been CMO since 2017, is now chief brand officer.
Group customer director Emma Botton has been with Tesco for eight years, taking on the most senior marketer last year after chief customer officer Alessandra Bellini left the business.
Having built its marketing strategy around brand building since 2021, Airbnb is moving into new categories in a bid to become a hub for experiences, not just overnight stays.
In a world where less is more, checking insights, aligning KPIs and adopting a mend and repair mindset can make your marketing investment work harder.
As marketers become disillusioned with prolonged job interview processes, as stages and demands increase, what impact is this having on the industry?
The financial services firm is bolstering its brand marketing capabilities with the creation of a new role dedicated to growing its “market visibility”.
Definitions of marketing are wide-ranging and inconsistent, but it’s up to organisations to work out what it means and how it can help them.