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 Disney’s marketing reshuffle to the importance of consistency when scaling a brand, it’s been a busy week. Here is my take.
Our columnist picks her highlights and lowlights of the year, from Wizz Air’s innovative ‘All you can fly’ pricing to the needless complexity of brand models.
Whether true differentiation can ever be achieved is open for debate, but if marketers want to avoid drowning in a sea of sameness, the best thing they can do is leave their brands well alone.
The brand has been on a journey to become “the most inclusive cider brand in the world” by re-engineering its approach to accessibility.
Email signatures are an opportunity to reach customers thousands of times a day in a totally brand-safe and adaptable way, if they are managed consistently.
Ecommerce sites often stick to boring templates, but there’s clear evidence for the commercial benefits of making them stand out from the crowd.
In her first column for Marketing Week, Ehrenberg-Bass’s Jenni Romaniuk, illustrates the impact of trying to integrate ‘meaning’ into the four stages of distinctive asset creation.
The group says the change will bring its “most trusted brand” to the forefront, as it moves to a branded house strategy with Standard Life as the masterbrand.
Following a rebrand, Boldyn Network’s CMO has been working to ensure the B2B firm is more relatable by increasing its focus on storytelling and thinking about prospective customers as people rather than businesses.
By tapping into “brand truths”, playing with memory structures and prioritising collaboration Diageo is targeting “triple wins”, says design boss Jeremy Lindley.
Formerly a series of brands under Vaco Holdings, the business rebranded under the Highspring masterbrand to streamline its offer.
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 Carlsberg’s new CMO doubling down on its brand line to Prime’s profit falling drastically, it’s been a busy week. Here is my take.
Under the leadership of new CMO Yves Briantais, Carlsberg will be doubling down on its well-known brand line and introducing a new purpose – “to help more people access more of the best”.
The WSL and Women’s Championship are being renamed WSL 1 and WSL 2, with a new visual identity to drive visibility and value of the women’s game.
After winning the Premier League last Sunday, Liverpool FC’s senior vice-president of digital says the work for marketing is building up to an “even bigger crescendo”.