Sales & Marketing news

• Why one beer brand overhauled its identity just months after launching

  12-09-2018 16:09
  Finding an untapped opportunity in a market is the dream for all businesses, whether they are a global corporate entity or a fledgling startup. But no matter how unique the idea and how good the product, if the brand’s identity doesn’t match its core ambition or tell consumers a clear and compelling story it will struggle to grow.
  This was a valuable lesson for the founders of Jubel, a flavoured beer brand that is looking to “bridge the gap” between lager and flavoured c
  
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• Sarah Vizard: Supermarkets must be careful they don’t lose customer trust as they end price comparison schemes

  12-09-2018 15:41
  Asda is the last of the big four to scrap its price comparison scheme.Price comparison schemes were once a stalwart of supermarkets’ marketing strategies. Wanting to take price out of the equation in consumers’ decision on where to shop, Asda, Tesco, Sainsbury’s and Morrisons all used to offer customers money back on their next shop if comparable items could be found cheaper elsewhere.
  Asda started the strategy back in 2010, hoping to hone in on its positioning as the cheapest
  
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• Consumers split over impact of Nike’s Colin Kaepernick campaign

  12-09-2018 14:00
  US and UK consumers are split over the impact of Nike’s Colin Kaepernick campaign, with younger people and those who are Asian or Black/African American far more likely to view the campaign favourably than older, white consumers.
  Data from YouGov BrandIndex shows the campaign has certainly garnered attention among consumers in the UK. Its Attention score, which measures if respondents have heard anything about a brand, has gone from around +9 just before the ad launched to +28 yesterday (
  
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• Helen Edwards: The best marketers know how to link theory with practice

  12-09-2018 08:00
  Two things make marketing difficult: theory and practice. Of the disciplines around the boardroom table it can be the stickiest in study and the thorniest in application.
  What makes marketing theory so tormenting to grapple with is its diffuse and protean contextual backdrop: the swirling chaos of markets combined with mercurial human behaviour. Where are the enduring truths?
  People sometimes say, ‘Well, marketing isn’t rocket science’. If only it were. It would have hard edge
  
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• Here's how pictures of the new iPhone XS leaked (AAPL)

  12-09-2018 01:08 via feedproxy.google.com
  Pictures of Apple's upcoming iPhone purportedly leaked last month on a well-known Apple blog.
  It turns out, the pictures were on the web — you just had to be able to guess the URL. 
  Apple has invited journalists, analysts, and tech industry figures to its campus on Wednesday for the launch of new iPhone and Apple Watch models.
  But if you wanted a sneak peek of what Apple is launching tomorrow, all you have to do is head over to notorious Apple rumor blog 9to5Mac, which published pictu
  
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