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Ikea shifts marketing strategy to focus on product innovation rather than rooms

Ikea is shifing its marketing strategy, moving away from its traditional focus on rooms to instead put the spotlight on product innovation and showcase how the addition of just a few new things can transform the home. The ‘New Wonders…

Why Cadbury won’t ‘throw the baby out of the bathwater’ when it comes to innovation

While innovation is important, Cadbury ensures it is “pulling both levers” when it comes to balancing new product development and promoting established brands. “We want to be innovative but equally we don’t want…

Sign up to our webinar on how two of the UK’s biggest brands are driving customer experience innovation

Under pressure from audience fragmentation and new disruptive entrants, media brands have had to reinvent themselves to stay relevant. Although many have established and trusted brands, they have had to innovate to meet increasing customer…