Brand managers need to change their entire approach in the digital age, and should instead adopt the title and functions of “brand advocates”, according to a new report issued by Forrester, the research firm.
In Adaptive Brand Marketing: Rethinking Your Approach to Branding in the Digital Age, Forrester analyst Lisa Bradner argued that brand advocates “really need to be in charge of the heart and soul of what the brand stands for.”
Consumers are becoming fatigued with celebrity-led marketing, according to a new report from Datamonitor.
The independent market analyst says that “the cult of celebrity has reached a crossroads” and that over-exposed celebrities have saturated the market.
Kelloggs been named as the leading grocery brand in the UK, according to a survey.
The report, carried out by analysts TNS Worldpanel and Marketing magazine, also found that brands that have met consumer demand for healthier products have enjoyed strong UK sales in the past year. Kellogg’s saw off competition from the likes of Heinz, Walkers and Cadbury to become the best-selling grocery brand in the UK, according to the study. Kellogg’s take-home sales are projected to top GBP550m (US$1.1bn) this year, a rise of 4% on 2006.