Oatly creative director Michael Lee says the company has long refused to create a standard brand book, the style guide most large companies use to keep messaging consistent. He says new creative hires are told to 'unlearn everything you know about marketing,' and the company instead gives its creative team unusual autonomy to write and execute its own briefs. Oatly's shift traces back to 2012, when new CEO Toni Petersson and creative chief John Schoolcraft rebuilt the marketing department around creatives rather than traditional marketing structures.
entrepreneur.com
· 2026-09-22
A marketing analysis outlines four recurring reasons target buyers ignore campaigns even when they see the right messaging: audiences defined too broadly, content that describes products rather than buyer problems, insufficient buyer confidence to act, and marketing that answers questions nobody is actually asking. The piece recommends conducting five to ten interviews with people across different relationships to the company to spot which of these patterns applies before making changes.
entrepreneur.com
· 2026-09-21
The head of roofing maintenance company Roof Maxx describes how his team distinguishes valuable customer feedback from distracting or inaccurate criticism, despite holding a 4.9-star average across more than 20,000 reviews. He notes that even false claims, including inaccuracies generated by AI tools about the brand, can reveal how competitors are positioning the company and inform marketing decisions.
entrepreneur.com
· 2026-09-11
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