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New product development
Facing up to food insecurity
5 key ways confectionery brands can improve in-store strategy
Navigating the brand loyalty crisis
The squeezed consumer 2023 (US)
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When your job involves anything to do with marketing – or managing your own business – one of your main goals is to create a popular and well loved brand.
If one of your priorities is to create a real desire for your product or service, then brand tracking can help.
Do you aspire to create a brand that is instantly recognised by its logo, shape or colour, just like Apple’s iconic branding? Or maybe you want to design a brand that has a reputation for high quality and premium products like Waitrose?
Apple and Waitrose are examples of exceptional branding, consistently well executed, and they both come from a deeply rooted marketing strategy with the goal to offer products and services to meet their target consumer’s needs and wants.
August 21, 2017
To say that food and drink is big business for the UK would be a gross understatement. The Food and Drink Federation, a UK trade body, estimates that the industry contributes some £28.2 billion to the UK economy; and across the whole supply chain it produces over £100bn in economic value each year. That’s £2,453 (...)
August 31, 2017
Marketers in the UK had a media spend of £21.4bn in 2016. This was a 3.7% rise, and the 7th consecutive year of growth. Spend looks set to continue to grow in 2017 in spite of Brexit. And media spend continues to increase inn digital, with 95% of new media spend allocated to digital-mobile media (...)
A great brand raises the bar — it adds a greater sense of purpose to the experience, whether it’s the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you’re drinking really matters. Howard Shultz, Executive Chairman and former CEO, Starbucks Why start with this quote? Because (...)