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Overcoming defensiveness and brands as assets: Your Marketing Week
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 changes to accounting meaning brands could be recorded as assets to marketers needing to remind themselves of the role they play, it’s been a busy week. Here is my take.
Dipping into the marketing playbook
Dips is not a category that many would look to for inspiration. Holy Moly has set itself the task of becoming the brand people think of when in market for guacamole, and not inclined to make it for themselves. It has an enviable try-to-buy conversion rate of 60%, and 16% awareness that it claims has yielded £10m.
To grow, it acknowledges the need to further build mental availability. “Owning fun” in a “boring” category it believes is the answer.
