Coca-Cola has innovated by creating long-lasting new products, renovating existing products, launching “novel” products, and designing new pack formats, all of which are “driving the business”, says CEO James Quincey.
Chief brand officer Ije Nkoworie, who takes over as CEO next year, says marketing can get distracted by trends and risk preventing customers discovering product.
According to employees, the marketing department is being taken more seriously than prior to the launch of revamped streaming service ITVX.
Bringing “newness” to the category through innovation and creating a distinctive brand facilitates pricing power with consumers, Nike CFO Matt Friend said.
The Unilever-owned brand wants to “create FOMO” with its fragrance launch, rolling out the latest phase of its long-term Gen Z focused strategy.
Google owner Alphabet has so far failed to demonstrate its readiness for an AI-driven future, where its mission and established products could become redundant.
Domino’s says sales dipped in January but its CEO stands by the decision to “hold back” marketing spend, so it can put more investment behind a raft of upcoming launches, including a £4 lunch deal and its loyalty scheme.
Tesco’s recently departed chief customer officer, Alessandra Bellini, has been part of many innovation successes; however, it’s those that didn’t work from which she has learnt the most. She explores these lessons in the latest edition of our series exploring marketers’ mistakes.
P&G is aiming to build its brands and the categories in which they operate through meaningful innovation, CEO Jon Moeller says.
Innovation contributed 30% of gross profit growth in 2023 CEO James Quincey told investors, claiming a focus on “taste superiority” was ensuring its success.
Diageo launched its breakthrough innovation team last month, which will focus on creating innovation beyond “liquid in a bottle”, something that director Guy Middleton says is crucial for its growth.
Competing priorities will hold you back in this time of budget pressure and economic stagnation, so focus only on creating an offer that meets customer needs.
The cyber security business, which owns brands including Norton and Avast, had marketing involved from the start in its latest product launch, an example of its customer-centricity, says marketing lead Krista Todd.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The home appliances brand has undergone a period of rapid growth and is sticking to its beliefs of customer centricity and product innovation to keep it going.