The Swiss firm believes its lifestyle and performance positioning, coupled with product diversity, will help it become “the most premium global sportswear brand”.
Nuance may be needed when measuring the effectiveness of creativity, but adopting a “show not tell approach” is putting B2B brands on the right track.
Brands like Liquid Death have been deliberately divisive in order to succeed, but decades of research on buyer behaviour suggests you don’t need to polarise to win.
The report by consultancy firm Forrester Research outlines a number of key challenges for B2B events leaders in a difficult post-pandemic climate.
With 40% of agentic AI projects expected to be cancelled by the end of 2027 due to high costs, unclear value or inadequate risk controls, what do B2B marketers need to consider?
The mattress company pivoted its strategy to become more personalised to fend off the threat of the DTC bed-in-a-box mattress companies.
With traditional forms of TV advertising failing to reach new audiences alone, Tesco Mobile, O2 and Headspace have all experimented with ad-funded programming to connect with “harder to reach” audiences.
B2C brands are more than twice as likely as B2B firms to have analysis in place to measure creative quality, new data reveals.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on X @tomfishburne See more of the Marketoonist here
Following a period where profit was the priority, Gousto is now focusing on “sustainable growth” by chasing “share of stomach” rather than market share.
We arm you with all the numbers you need to tackle the week ahead.
In his second column on reframing the marketing function, Ogilvy UK’s Dan Bennett explains why leaving a legacy as a marketer comes from changing consumer behaviour and not vanity metrics.
Every one in nine pints in Britain is now a Guinness, with the brand having made significant headway among women and younger adults, audiences which are traditionally harder to reach for beer brands.
The agenda is now live for this year’s Festival in October, where delegates can enjoy business leaders, global CMOs and effectiveness experts.
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 CRUK’s top marketer urging CMOs to “stop moaning and crack on” to the need for better brand measurement in the boardroom, it’s been a busy week. Here is my take.