Corona on creating a ‘physical manifestation’ of its brand purpose
Corona Island, a private destination off the coast of Colombia, is now available for visitors to book, bringing to life the beer brand’s “natural” ethos.
Corona on earning permission to ‘stretch’ beyond traditional marketing
Niamh CarrollCorona has opened an island off the coast of Colombia, designed to embody its brand purpose and promote escapism and sustainability.
Consistency is the top-class marketer’s secret weapon
Mark RitsonThe simplest thing you can do to make marketing more effective is to resist change, and take advantage of the associations your brand has built up over time.
AB InBev CEO: Level of marketing spend is determined by effectiveness
Niamh CarrollThe Stella Artois owner sees its marketing spend working “much harder” after deciding to focus investment on its “megabrands”.
The increasing disappearance of the CMO role should be a wake-up call the industry
Secret MarketerWhy 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.
‘Be their champion’: Exploring the relationships that matter to marketers
Megan TatumSales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
O2’s marketing boss on returning to its founding ethos to ‘reset’ the brand
Jasper BaumannHaving joined Virgin Media O2 six months ago, tasked with overhauling O2’s brand strategy, Rachel Swift says she wants to re-establish its reason for being but won’t “change things for change’s sake”.
‘Grow up the brand’: How Three shifted media spend to engage the ‘whole country’
Grace GollaschThree has moved from a “social-centric approach”, where two-thirds of its media budget was allocated to channels like social media, to public channels like cinema, aiming to reach a broader audience.