Colgate believes sonic branding will be key to driving emotional engagement and will be used as a test case within the Colgate-Palmolive portfolio.
Colgate is launching a sonic identity as it embarks on an “emotional” brand building strategy in a bid to differentiate itself from FMCG rivals.
Ken Muench, who oversees global marketing for KFC and Pizza Hut, says marketers shouldn’t use purpose as a way of defining their brand or marketing it.
Health and sustainability are the key focus of Innocent’s ‘Little Drinks, Big Dreams’ campaign, as group marketing director, Kirsty Hunter, says it is more important than ever to highlight best practice.
We may be living through a pandemic, just emerging from lockdown and fresh from a global crisis, but Walkers and Paddy Power believe now is the right time for marketers to regain their sense of humour.
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 Coca-Cola bringing back its much-lauded ‘Share a Coke’ campaign, to the rise and rise of Bluey, it’s been a busy week. Here is my take.
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.