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Organic sector must focus on the positives
Organic brands need to use their green provenance as supporting evidence for quality, sustainable farming, heritage, flavour and luxury, according to research seen exclusively by Marketing Week.
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Why global brands must be part of local cultures
How firms from Krispy Kreme to Weetabix are using their global brands to spark cultural change in local markets.
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Debranding: The great name-dropping gamble
Why the world’s biggest companies are removing their brand names from their products.
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Profile: AB InBev CMO Chris Burggraeve
The CMO of the world’s biggest brewer on creating 30 million ‘brand fans’.
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Scotland gets taste for fresh fruit and veg
Research reveals that consumers north of the border are putting a higher percentage of healthy produce in their shopping baskets than the rest of Britain.
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Ice and a slice of alternative rock makes tequila cool
Q&A: Jose Cuervo managing director Peter Gutierrez tells us why tequila is not just something to get drunk with.
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Recipe for gaining larger slice of uk bread market
Allied Bakeries director of brands Will Ghali tells Laura Snoad about how the business comes up with engaging multimedia campaigns for its top selling bread lines that highlight innovation and drive growth
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Greggs finds ingredient for growth on Facebook Video
The bakery chain’s CEO Ken McMeikan reveals how he turns feedback into profit.
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Quality quest keeps coffee sector full of beans
Despite the economic squeeze, research shows the trend for a daily coffee shot remains strong and it even set to grow, while the growing cafe culture is boosting people’s desire for quality roasts and affecting their at-home coffee drinking habits.
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Brands and bands make music festival experience
To get the most out of festival sponsorship, brands need to create experiences that enhance each individual fan’s enjoyment of the event.
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Mainstream brands make a play for the super rich list
Recession? What recession? A new set of brands is muscling in on territory that until recently was occupied exclusively by luxury goods and services providers by targeting the wealthy but time poor community.
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Six codes that reveal a brand's real personality
Research seen exclusively by Marketing Week identifies six styles of language that marketers use to communicate their company’s personality. Is your brand cool, caring or sociable? asks Lucy Handley.
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Raising the flag for diversity
Gay and lesbian people make up a valuable portion of the UK retail market, but new research shows that targeting them takes more than running generalised ads in the gay media.
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Brewing up new ideas to pull students back
Price, offers, marketing and the social experience can all play a part as pubs try to entice students back, but an emphasis on responsible drinking should also be included.
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Costa sets out a new marketing strategy
Jim Slater, newly promoted managing director of the Costa Enterprises division, explains how the coffee brand is restructuring its internal operations to expand its business.
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Kripsy Kreme hopes to make ‘friends’ with customers
The brand’s chief marketing officer Judith Denby describes her struggle keeping a ‘treat’ brand in the mind of consumers who may visit just twice a year and how concentrating on ‘friendship’ is the way forward.
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Winning the battle for the big spenders
New research seen by Marketing Week shows that the top 20% of spenders on consumer products generate the majority of sales. Michael Barnett says that for a brand to succeed it must raise its stake in this lucrative group.
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Q&A: Starbucks vice president of marketing
Q&A with Starbucks vice president of marketing for the EMEA region Brian Waring: As Starbucks launches its My Rewards loyalty programme and iPhone payment method in the UK, Marketing Week spoke to newly promoted vice president of marketing for the EMEA region, and former UK marketing chief Brian Waring, about developments ...
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The champagne brand that’s a little bit crazy
Champagne brand Nicolas Feuillatte is a relative newcomer to the world of bubbly but this allows itto“break the rules” of luxury marketing.
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Brands who entrust their precious business to others
The brand is your baby - what happens when you hand control of your most precious asset to outsiders?
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Specialist diets become part of healthy lifestyle
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The brands cashing in at home
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Authenticity adds weight to health claims
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Family brands can reap rewards
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Do consumers care about calories?
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Pizza Express takes inspiration from heritage for new brand identity
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Brands are welcomed on to the stage
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Q&A with Kraft’s top European marketer
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Q&A: McDonald's
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Q&A with Mars Bitesize marketing director Alex Brittain
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Affordability is tie that binds 'con-demmed'
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Brand marketing plugs the public service gap
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Own-labels are packing a punch
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Why ‘brand me’ is your winning career move
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Costa's £10m tongue
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Heinz meanz business
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Brands serve up a personal lifestyle plan
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Culture of openness gets the thumbs up
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Made to measure
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Telling stories central to brand strategy plot