‘A big marketing statement’: Nike CEO puts faith in brand marketing to get business back to growth
Nike’s new CEO has committed to “increased investment in our brand” as it shifts its strategy against a backdrop of falling revenue.
Nike promises ‘bigger, bolder brand storytelling’ to combat sales dip
Hannah RashbassAfter a tumultuous year, Nike looks to recover by dialing up its brand led marketing to address its major challenges in product and performance.
Four big strategic mistakes Nike needs to reverse
Mark RitsonOutgoing CEO John Donahoe set Nike on the wrong trajectory, thanks to bad assumptions about product and distribution, and an insufficient focus on brand.
Nike CFO: Innovation is crucial to driving pricing power
Niamh CarrollBringing “newness” to the category through innovation and creating a distinctive brand facilitates pricing power with consumers, Nike CFO Matt Friend said.
Ben & Jerry’s founders call for brand to be ‘freed’ after being ‘silenced by Unilever’
Grace GollaschThe co-founders are calling for independence from a new ice cream division spun out of Unilever to enable Ben & Jerry’s to “honour its mission”.
An effectiveness case for designing distinctive online shopping experiences
Dave JonesEcommerce sites often stick to boring templates, but there’s clear evidence for the commercial benefits of making them stand out from the crowd.
CPG innovation down 20% across Europe, study finds
Emily ManockDespite falling sales, the UK remains one of the leaders of innovation in consumer packaged goods across Europe.
How Boots took its healthcare marketing on a ‘transformative journey’
Amrit VirdiBoots’ new behaviour change campaign is aimed at getting consumers to see the retailer as the first port of call for their healthcare needs.