After a post-pandemic slowdown in sales, Laithwaites used a regional testing approach to prove the case for brand building in a business that had been largely focused on direct selling.
Brands shouldn’t leave it to their agencies to prove marketing’s impact, but working closely with them creates a virtuous circle of learning and improvement.
Despite being in different categories, at different stages of growth, there are a number of brand building lessons all can learn from.
Despite a third of marketers recognising how crucial brand will be in helping their business thrive in 2024, half say their campaigns are too focused on performance.
New 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.
With consumers increasingly resonating with AI influencers and digital twins, what are the benefits and challenges marketers can expect from investing in the sector?
The 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 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.
