When people talk about ‘design thinking’ nowadays, they are referring to a specific definition: a methodology and organisational approach to solving problems and building products. Design thinking is about bringing these tried-and-tested methodologies to a wider audience and wider stakeholders across the organisation.
Far from being content to play second fiddle to the established players, no and low alcohol brands and plant-based products are focusing on their visual identity as a means to capture market share.
Cocreation allows brands to build better relationships with their customers but in order to be most effective marketers and designers need to work together.
Brands across the marketing spectrum are reaping the rewards of joining forces with design at the start of the strategic process.
At the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From breaking down the barriers between marketers and data scientists to getting buy-in from senior stakeholders, it’s been a busy week. Here is my take.
Wickes CMO Gary Kibble explains Covid not only opened the brand up to new customers and channels, it gave the wider marketing discipline the “wake up” call it needed.
A culture of kindness, operating with two golden rules and celebrating failure are the secrets to retail survival, says CEO James Timpson.
Deliveroo has promised “cautious” brand investment this year and increased efficiency in growth marketing spend, as the business plans for profitability in 2026.