Brand building and restructures: Your Marketing Week
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Laithwaites sharing how it made the case for brand building to the reframing of marketing and the impact this has on teams, it’s been a busy week. Here is my take.
Wine not?
Getting a business to invest in brand building for the first time is no mean feat, but if you get the go-ahead and then fail to show the impact of that investment it’s likely to be a fairly short-lived experiment.
That was the situation Laithwaites’ then new marketing leadership team had to contend with when joining the business post-pandemic. Because while the wine seller had dabbled in brand building during Covid before their arrival, seeing the opportunity for growth, nothing had been measured. Couple that with the fact sales were now falling and its awareness remained stubbornly low, and it was a hard sell.
