The Coca-Cola Company unveils fresh brand platform for Coca-Cola trademark

Coca Cola cans in ice.

Coca-Cola has unveiled a new global brand philosophy and platform called Real Magic, which invites everyone to celebrate the real magic of humanity.

The platform refreshes the brand’s trademark promise – to unite and uplift people every day – with renewed relevance for the world we live in today. The platform is built from lessons of the last 18 months: that we can find magic all around us when we come together in unexpected moments that elevate the everyday into the...

Customers lack faith in brands protecting them from fraud

A man sitting in the dark, using a laptop.

Half or UK retailers believe they are doing everything they can to prevent e-commerce fraud, but far less consumers (17%) share their confidence.

The stark disconnect between retailers and shoppers on the matter of online shopping fraud has been highlighted by new European and US data released by Riskified, an e-commerce enablement and fraud-prevention solutions provider.

The research, which comprised 4,000 consumers and 400 retailers across the US, UK, France and...

TGI Fridays owner targets Gen Z with investment in digital experience

TGI Fridays Manchester.

Food tech platform C3 (Creating Culinary Communities) has been given a $10 million boost from TriArtisan Capital Advisors and its investors, the portfolio of which includes TGI Fridays, PF Chang's and Hooters. 

TriArtisan's investment is part of an $80 million in Series B funding that C3 secured this past month and co-led by Brookfield Asset Management Inc. and REEF Technology with participation from Egon Durban and Greg Mondre, managing partners and co-CEOs of Silver Lake... On authenticity in social – linking a post-cookie, post-Covid world

"When it comes to marketing and social media, data is really telling us the truth - and we always shy away from reading the data and using it because it might make us look bad," explains Wiebke Leffers, senior strategist at social media platform provider

"This 'creative' feeling of if something worked on social media or not is just outdated," Leffers adds. "We really need to understand if we are achieving what we [want] on social media."

It's the age-old...

Are you dialling in? Best practice for virtual and hybrid presentations

The past year has brought a magnitude of changes for the marketing teams that most people thought would take a decade to take hold. The immediate impact of the pandemic was cancelled events, and sales presentations and marketing activity had to be re-geared for a virtual environment. Of course, the entire world of business communications had to change. 

The past year has condensed a huge amount of learning into a short space of time, and there’s plenty of best practice you...

McKinsey analysis: How is UK consumer sentiment changing – and what does it mean for marketers?

Our latest UK Consumer Sentiment Research, reveals that optimism for an economic recovery in the UK has reached its highest recorded level during COVID-19, having almost doubled since November 2020. The majority of vaccinated consumers expect routines to return to normal by the end of 2021 and say finances are already back to normal. As younger consumers receive the vaccine, greater spend and out-of-home activity will likely continue to increase.

Tellingly, UK consumers reported...

Why Covid-19 has taught content marketers the importance of going back to basics

Covid-19 has changed the way in which the world works and, like every other industry, marketing found itself in turmoil in March 2020. As consumer priorities and behaviours dramatically altered, marketing strategies naturally had to fall in line or by the wayside.

Brands navigated forward carefully, questioning whether they should pivot strategy for the climate or even continue marketing at all. Although many campaigns were inevitably scrapped after months of hard work, the answer...

Why direct-to-consumer depends on digital transformation: Key brand examples

Stay-at-home rules, imposed during the global Covid-19 pandemic, have put digitalisation into turbo drive. According to McKinsey and Company, the growth in the USA’s e-commerce in the first six months of 2020 equalled that of the previous decade.

The accelerated adoption of eCommerce has introduced existential threats for many traditional retailers, while creating fresh opportunities for brands that are comfortable with using digital channels to develop a personalised...

Gartner: How is digital commerce changing the face of customer experience?

There was a time when digital commerce meant static storefronts. Back then, if you were to purchase from a business, you’d almost definitely have spoken to someone along the way – either face-to-face or over the phone. Perhaps it was the cashier at your local grocery or the account manager at your local bank. You might have even known their name. Even if you didn’t, you’d expect that staff would be trained in a variation of the phrase, ‘the customer is always right’ as a...

How Covid-19 is changing retail KPIs: From traffic to engagement

Traffic. It’s what almost all retailers swore by — that, and time spent in stores. The logic was simple: Get people through the doors and entice them to linger longer, and they’d buy your wares. All that came into question when Covid-19 hit. Even after the shutdowns were lifted, retailers found themselves facing a new reality: Traffic looked (and still looks) nothing like it did the year prior.

Almost overnight, consumers were utilising convenient services such as buy...