‘A new dawn’: Kellogg’s on using its distinctive assets to ‘reignite’ the brand
Kellogg’s is on a mission to reaffirm its seat at the breakfast table, and is leaning into its previously “under-leveraged” masterbrand assets to do so.
How marketers are finding growth opportunities in mature categories
Niamh CarrollRecruiting new consumers to categories with high household penetration is difficult, but that doesn’t mean growth has to simply come from scraps over market share. Three marketers share their brand’s path to growth in mature categories.
Tropicana on ‘getting back’ to its leadership role in a declining category
Niamh CarrollThe juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Carlsberg on ramping up its brand assets as it enters ‘a new phase of growth’
Niamh CarrollCarlsberg is looking to dial up the distinctiveness of its hop leaf symbol, which global brand director Lynsey Woods says has been underutilised previously.
‘More impact, less waste’: Coca-Cola CFO praises impact of marketing ‘transformation’
Niamh CarrollCoca-Cola has ‘reinvented’ the way it does marketing to be fit for the modern world, while delivering on effectiveness and efficiency, its CFO claims.
‘A sprawling ecosystem’: How have marketers’ tech stacks got so out of hand?
Josh StephensonFrom outdated systems to a lack of ownership, if marketers want to get the best out of their technology, they need to streamline what they have.
How the culture of B2B marketing is impacting working mums
Emily ManockThree female marketing leaders discuss the impact of having children in the B2B space.
You don’t need a bespoke luxury-style branding strategy to succeed as a luxury brand
Jenni RomaniukLuxury marketing doesn’t need to create its own ‘laws of growth’ for brands to succeed; there are some law-like patterns that luxury categories share with others and understanding them will make luxury brand marketing stronger.