How to build rock-solid brand foundations
Marketing Week PartnerFour brand managers reveal how brand-building platforms help them strike the perfect balance between consistency and creativity.
‘Consistency is key’: How to exploit brand assets and tone of voice in B2B
Michaela JeffersonMarketing leaders from EY, Vodafone Business, KPMG and Quickbooks share their thoughts on the value of distinctive assets and tone of voice in the next installment of our series on what it takes to build B2B brands effectively.
Bluey and Bunnings’ tie-up demonstrates all the benefits of co-branding
Mark RitsonThe best bits of both brands rub off on each other, while playing with brand codes makes them more salient – but only because they’ve laid decades of groundwork.
How Samsung’s ‘new era’ will see the brand front and centre
Chris SutcliffeThe electronics company is highlighting its innovation heritage in a campaign aimed at owning a new category of artificial intelligence-powered products, a move that sees it dial up its brand credentials to drive consideration.
It’s time The Body Shop became exciting as well as ethical
Helen EdwardsThe Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Mastering FMCG: Crafting winning strategies with visual excellence
Chris SutcliffeCatching consumers’ attention is critical to FMCG brands, particularly for product launches, which makes high-impact visual design a prerequisite for success.
‘Any brand’s biggest strength’: Top marketers on the value of distinctive assets and a consistent tone of voice
Michaela JeffersonMarketing leaders from Cadbury, Sage, Boots, Guinness and Yorkshire Tea share their thoughts on the brand codes and tone of voice in the next installment of our series on what it takes to build brands effectively.
12 reasons why Twitter’s rebrand to X is a mistake
Mark RitsonOur marketing columnist on the biggest branding move of the year: Twitter’s sudden transformation into X.
Twitter’s rebrand to X slammed as ‘illogical’
Josh StephensonExperts have said there appears to be “no best practice branding logic” behind Twitter’s rebrand, describing it as “all very amateur”.
Long taglines using ‘rare’ words are most memorable but least liked, study reveals
Molly InnesBrands need to determine whether they want their slogan to be remembered or liked, as new research shows the most memorable brand slogans are often the least liked.
Lidl entitled to injunction to stop Tesco using Clubcard logo, court rules
Molly InnesIt could cost Tesco £8m to remove its Clubcard prices marketing assets, following the supermarket’s second loss against Lidl at the High Court in its long-standing trademark dispute.
Automation: The path to building bridges in design and marketing
Marketing Week PartnerThe demands of digital advertising mean that automation is indispensable for aligning design and marketing.
‘Luxury will be redefined’: High-end brands on tackling their packaging problem
Matthew ValentineLuxury brands have always used packaging as an effective way to showcase their quality to the consumer, but with stricter regulations from the EU on the way this is all set to change.
Fanta revamps logo with launch of first-ever global identity
Michaela JeffersonAfter making its first “concerted” global push behind the Sprite brand last year, The Coca-Cola Company has now turned its attention to Fanta.
Pepsi rebrands with new logo for first time in 14 years
Niamh CarrollCMO Todd Kaplan says the new visual design ushers in a “new era” for Pepsi and will help to drive brand distinction, while also turning the spotlight onto its zero sugar alternative.