Crosta Mollica on building brand associations beyond its stripes
Pizza and snack brand Crosta Mollica has fully refreshed its brand, with the goal of being known for its quality and authenticity, as well as recognised for its striped packaging.
How Crosta & Mollica intends to match physical and mental availability to boost growth
Niamh CarrollCrosta & Mollica’s top marketer believes the brand has “punched above its weight” in terms of growth so far but it is now looking to invest to drive brand awareness further.
‘A new dawn’: Kellogg’s on using its distinctive assets to ‘reignite’ the brand
Niamh CarrollKellogg’s is on a mission to reaffirm its seat at the breakfast table, and is leaning into its previously “under-leveraged” masterbrand assets to do so.
Carlsberg on ramping up its brand assets as it enters ‘a new phase of growth’
Niamh CarrollCarlsberg is looking to dial up the distinctiveness of its hop leaf symbol, which global brand director Lynsey Woods says has been underutilised previously.
WHSmith brand to disappear from UK high streets as sale agreed
Amrit VirdiThe retailer has sold its high street branches, but retains its WHSmith travel retail proposition, which now makes up 75% of its revenue.
Asda’s customer chief steps down to join Jet2
Jasper BaumannDavid Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
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?