In a crowded category, it can be easy to compete largely on price, but instead pizza chain Papa John’s is pursuing a strategy of making its brands more “meaningful” to differentiate. Papa John’s is on a quest to create a “more meaningful brand” rather than compete...

While influencer marketing is a well-trodden path in B2C, tech giant Siemens thinks influencers should look a little different in the B2B world. Siemens considers its employees to be the brand’s “number one thought leaders”, according to Ophelie Janus. The tech...

The luxury goods giant has committed to brand investment despite experiencing its first quarterly revenue decline since the pandemic. LVMH said it is “not giving up” and will “continue to invest behind brands” across stores, marketing, media and events after third...

Poundland has launched Poundland Perks as it looks to reward loyalty and gain a better understanding of customers. Poundland has launched a rewards app, Poundland Perks, as part of a £20m investment as it looks to better understand customers. It comes a year after the...

The KitKat owner is investing “across [its] value proposition”, including increasing advertising spend, to win with consumers who are still extremely cost-conscious, its CEO said. Nestlé’s new CEO has underlined the importance of investment in brand and product...