Google, Coke and John Lewis mark a big week for brand architecture
The way companies structure their brands gets little attention but is of huge importance, as three high-profile stories have reminded us this week.
By Mark Ritson
By Mark Ritson
By Mark Ritson
P&G’s Marc Pritchard on protecting brands against the threat of ‘mass disruption’
Charlotte RogersCannes Lions 2018: Marketing still matters in a world of mass disruption, says P&G’s chief brand officer, it just means working smarter, cutting out waste and becoming more equal.
Asda and Sainsbury’s must balance unity with differentiation to make their merger work
Mark RitsonTo maximise both revenues and savings, Sainsbury’s and Asda’s merger must get brand architecture right, unifying operations while keeping the brands distinct.
Understanding customers is marketers’ most misunderstood mission
Mark RitsonA lot has changed since Marketing Week was first published in 1978, but the search for differentiation, the need to understand customers and the battle for brand supremacy will always be marketers’ key challenges.
The Week in Tech: Apple slims down the iPhone and Spotify offers lossless audio at last
Josh StephensonMarketing Week’s weekly round-up of the technology stories that impact the marketing sector: from AI to martech, regulation to public perceptions.
Primark pledges to ramp up spend in ‘consumer-facing activity’
Amrit VirdiThe retailer says future investment in digital and above the line campaigns will be “higher”, as it hails “good” results from its first UK TV push.
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.