Lego brand director: Purpose drives pricing power
Niamh CarrollInclusive marketing drives meaningfulness and differentiation for Lego, says brand boss Carolina Teixeira, measures closely linked to price inelasticity.
Asda, Boohoo and Asos to change green claims in ads after watchdog probe
Matthew ValentineThe Competition and Markets Authority says the changes the retailers have committed to will “set a benchmark for how fashion retailers should be marketing their products”.
‘Constantly looking for reinvention’: Andrex on its plan to bolster its position as category leader
Matthew ValentineMarket-leader Andrex is “redefining” its role as a brand by tackling embarrassment around the topic of toileting in a category where consumers are often reluctant to engage.
How B2B brands can market and monetise sustainability
Alec FennB2B businesses need to embrace sustainability and make it a core positioning tool if they are to monetise their efforts and reap the financial rewards.
It is up to marketers to make a sustainable world a reality
Matt BournIt is imperative that marketers and their agencies take a lead on the climate emergency – not just for moral reasons – but for financial ones too.
Why embracing purpose helped O2 boost campaign ROI
Marketing Week ReportersThe telecoms giant decided to take its support for those facing data poverty up a level with the release of a Christmas card gifting 7GB of free data.
Unilever ‘surprised and disappointed’ by CMA greenwashing investigation
Molly InnesThe CMA is investigating Unilever’s green credentials over claims it is misleading consumers.
‘The penny has dropped’: Is purpose having a crisis of confidence?
Michaela JeffersonA few years ago purpose was seen as the solution to any brand problem. But now with even cheerleader-in-chief Unilever stepping back, where does purpose go next?
Environmental messages do not impact ad effectiveness, data finds
Chris SutcliffeResearch from broadcaster ITV and effectiveness measurement platform System1 reveal significant headroom for environmentally-focused advertising.
How O2 overtook rivals with thanks to a festive purpose push
Marketing Week ReportersTaking the risk to pursue a purpose message over the festive period paid off for O2, which leapfrogged EE to grow total market consideration.
How consistency helped Bumble diversify
Chris SutcliffeBumble’s VP EMEA and APAC marketing Naomi Walkland explains how the female-first dating app kept the brand focused on its core proposition even as it diversified into new products and territories.
How England Rugby is investing in marketing to grow the girls’ game
Molly InnesEngland Rugby has launched a long-term brand platform in the hopes of doubling participation in rugby union for girls aged nine to 18.
‘We’re not giving up brand equity’: The inside story of Nationwide’s rebrand
Chris SutcliffeThe world’s largest building society is undertaking its biggest rebrand in almost 40 years. Here’s why 2023 was the moment to do so.
Primark chief customer officer: Greenwashing regulation could act as ‘deterrent’ on sustainability
Niamh CarrollBig brands need to be vocal about the work they do on sustainability, even if there are challenges, in order to encourage progress across the industry, says Primark chief customer officer Michelle McEttrick.