When a brand goes through a period of rapid growth, taking it from a regionally established name to global status, it can be challenging for the marketing operational strategy to adapt and evolve with the speed required to support this newfound status as a global player. Knowledge, experience, and expertise can be concentrated within the central resources that helped drive the expansive growth in the first place, but …
Healthcare players must recognise consumer shifts and position themselves to optimise their marketing communication models within the virtual healthcare paradigm. Long before the global pandemic accelerated significant changes in our everyday lives, populations were already switching to consumption models that were increasingly available at home and on demand. You need to shop? You have Amazon. You need to eat? Then Just Eat. How about a movie? Netflix has thousands. For …
Managing change within your team is a key and vital activity to ensure the future state is a success. Imagine being faced with a significant organisational change and the change management becomes significantly more complex and significantly more important. At an enterprise level change requires a concerted effort across teams, functions, and regions to ensure it is adopted successfully. It is widely known that lack of awareness is …
The pandemic has triggered rapid casualization in the fashion world. This casualization contributed to the boom of the athleisure trend, which is here to stay. Luxury fashion brands must adapt and create clothing with consumer benefits in mind. One way luxury brands can remain relevant in this changing environment is by partnering with brands that are more geared towards active wear. The athleisure market size was valued at $155.2 billion …
With the amount of content out in the world, consumers are constantly seeking ways to filter hearing messages that align with their own beliefs and interests. Being relatable and people-first is a key component that brands can use to break through that filter. The survival of a brand now depends on how authentically it is marketed—particularly humanizing the brand. Below are five ways brands can humanize themselves in order to …
Luxury branding first emerged during the 1920s; now over 100 years later, there has been a vast number of advancements in the world that have elevated this market. One is social media, which, within 20 years, has changed the way the world presents brands. These digital marketing techniques are targeted for all generations, but many new strategies catch the eye of Millennials and Generation Z. These younger generations have a major …
The beauty industry has undergone significant transformations in recent years, largely influenced by technology, the COVID-19 pandemic, and evolving societal perspectives. As consumers’ needs and expectations continue to rise, beauty brands face the challenge of adapting to these changing dynamics, which can often seem contradictory. In this blog post, we will explore the five contradictions that are shaping beauty industry trends and delve into the various factors that have contributed to …
If you are responsible for marketing a product or service that is either complex, new to market or invisible to the naked eye then you are all too aware of the challenges that this task presents. What do we mean by a complex product or service? Think data or connectivity, or financial products and services as examples. We find that often businesses fall into the trap of making their prospective …
Festivals hold great cultural significance for Chinese consumers, but it doesn’t end there. Over the past few decades, a rise in economic growth, increase in purchasing power and changing attitudes have seen Chinese consumers and brands alike embrace festivals as a vehicle to express new social values. To meet consumers in conversation about the things they care about, festivals have become a strategic platform for brands to immerse themselves in …
Hi Bennett, it’s a pleasure to talk to you today. I am genuinely excited about reviewing our journey with Fever-Tree and exploring the collaborative efforts we’ve undertaken with their team to drive their global expansion swiftly. Before we delve into that, I would love to hear more about your industry experience and your role at SGK. Kicking off with graphic design & print during my teens, I’ve gone from mounting …