‘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.
Pet care challenger Jollyes on its ‘unapologetic’ marketing mission
Amrit VirdiNew CMO Sean McGinty is keen to rev up the marketing “growth engine” to help the pet care retailer make the most of its “value specialist” positioning.
What the rise of AI influencers and digital twins means for marketers
Amrit VirdiWith consumers increasingly resonating with AI influencers and digital twins, what are the benefits and challenges marketers can expect from investing in the sector?
How are marketers preparing for the World Cup?
Molly InnesThe World Cup is just a few months away – but for brands looking to target the lucrative football audience there are many considerations in play.
What an AI psychodrama taught me about marketing leadership
Cheryl CalverleyWhat should have been a simple task for AI Geoff revealed more about the fallibility of most leaders – the inability to admit something isn’t working and move on.