RSA group director of strategy, marketing and customer talks brands

On 29 September 2010, The Annual from Marketing Week will lay out smart thinking, smart working and smart engagement strategies for businesses. We ask Clare Sheikh, group director of strategy, marketing and customer, RSA which brands impress her:

smartthinking/ Marmite

I like what Marmite has been up to. It knows what it is, it isn’t trying to be anything it isn’t and indeed is rejoicing in the fact that many people don’t like Marmite. I like the pop-up shop, I love the sense of event that goes with it and that it has the courage to be true to what it is. Of course, lots of reinvention has happened, but it hasn’t happened by tarnishing the essence of what it is.

smartworking: Emirates

I have no idea what the advertising looks like, but I travel on the airline frequently and I know exactly what I’m getting. I know I’m paying for it but I don’t care because I know I’m going to be well looked after. It is glamorous in an understated way.

smartengagement: Fedex

Creating a global service brand is one of the hardest tasks on earth because you are entirely dependent on the delivery

of people, and people are different and require to be led in brave and colourful ways. When you hear people say “I’ll Fedex it”, that is the ultimate compliment to the brand because it requires lowly paid service people all over the world to do the same thing consistently

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