Sure is part of Unilever’s deodorant portfolio, which also includes Dove and Lynx. With these brands collectively holding over 55% market share of the category, Unilever is looking beyond armpits for future growth.
Unilever is aiming to grow its brands through innovation that “scale and build categories”, rather than simply delivering “new news”.
Two decades into its premiumisation strategy, Diageo believes a balanced approach to innovation has helped the drinks giant become an “in-culture brand builder”.
Market-leader Andrex is “redefining” its role as a brand by tackling embarrassment around the topic of toileting in a category where consumers are often reluctant to engage.
The retailer has sold its high street branches, but retains its WHSmith travel retail proposition, which now makes up 75% of its revenue.
David Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
Why are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
Sales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
