Brand positioning

What is sustainable marketing and how should you use it?

Sustainable marketing is a great way to promote eco-friendly aspects of your company, as long as you get it right It’s natural for a business to use all of its genetic makeup to promote itself and stand out in its market. For example, SMEs frequently use grassroots beginnings or a local focus to give them …

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Consumers are increasingly trusting brands that take a stance

Chart of the Week: 64% of consumers are now belief-driven buyers who want brands to deliver on societal issues, as well as products We all know that trusting a brand increases the chances of a customer buying from it. Building trust turns customers into advocates, providing priceless word-of-mouth marketing. On top of this, brand trust …

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How brand marketing can increase your candidate attraction efforts

If you want to secure the top talent in 2019, you need to position your company as an employer of choice As a marketing professional, you’ll be well adept at maximizing your brand in order to attract new customers. But have you considered how brand marketing can increase your candidate attraction efforts too? After all, …

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Do brands need to be controversial to be socially responsible?

Following the Gillette and Nike controversies, is it possible to showcase your brand’s attitudes to societal and political issues without backlash? Consumer mindset has evolved and we are now more conscious of the things that we are buying and the brands we are buying from than ever before. With more than half of Britons thinking …

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In 2010 Procter & Gamble Co brought it home with their Thank You, Mum campaign

In 2010 Procter & Gamble Co brought it home with their Thank You, M0m campaign Procter & Gamble Co.’s “Thank You, Mom” campaign is the first of our new series of pieces celebrating the most influential campaigns, both past and present. In this case, we are looking back to 2010 when the start of heartstring …

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Will Coca-Cola become Japan’s tipple of choice?

With over 100 soft-drink variations catering for every type of regional taste, for 132 years, Coca-Cola has remained the world’s benchmark leading soft-drinks brand Now that ‘soft’ image is about to toughen up with the brand venturing into ‘hard’-alcohol beverages. The brand is set to launch a boozy version of its beverage in the shape …

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