Brand Management

Companies will gain nothing from copying Cadbury's purple hue and must develop their own heritage, says Anthem

Standing out in the confectionery ‘purple’ patch

By Mark Ringer, executive creative director at brand agency Anthem

Chocolate brands will gain no ground by mimicking the color of heritage brands such as Cadbury and must forge their own identities, writes Mark Ringer, executive creative director UK & Europe at Anthem.

Milka encourages customers to share their

Milka’s cost-effective marketing in time of turmoil

By Annie-Rose Harrison-Dunn

An analyst has called Milka’s recent selective marketing a “masterclass” in how to implement cost-efficient, brand equity building strategies against a backdrop of an industry in “turmoil”.