Nailing value perceptions and owning product: Top brand building lessons from M&S, Greggs and McDonald’s
In the second feature looking at universal brand building lessons shared by Marketing Week’s five Brand of the Year nominees, we explore customer centricity, value perceptions and product.
Every brand is different, from its target market to its marketing budget. However, there are universal lessons all marketers can take from brands that are succeeding, and that’s particularly true when looking at Marketing Week’s 2024 Brand of the Year shortlist.
We asked the top marketers at each of the shortlisted brands – Greggs, Lucky Saint, Marks & Spencer, McDonald’s and Octopus Energy – to reflect on their achievements and the lessons others can learn from them.
The first four lessons – be distinctive, be consistent, be relevant and always keep the end goal in mind – are covered here.
In part two of the mini-series, where we look at lessons five to seven, we explore the importance of value perceptions, the relationship between product and marketing, and customer-centricity.
