10 reasons why Superbrands 2018 is a worthless list
Superbrands’ bogus methodology regularly turns up inexplicable and nonsensical ‘findings’. Here are my top 10 aberrations from this year’s Superbrands Consumer Top 20 ranking.
Superbrands’ bogus methodology regularly turns up inexplicable and nonsensical ‘findings’. Here are my top 10 aberrations from this year’s Superbrands Consumer Top 20 ranking.
The health and future growth of British brands depend on a serious commitment to innovation, according to BrandZ’s first UK top 50, especially if homegrown companies want to compete on a global scale.
While Dyson leads the way as the UK’s ‘healthiest’ brand, companies such as AO.com, easyJet and Premier Inn are proving their brand strength despite not having the scale to enter BrandZ’s UK top 50 this year.
Jennifer Atkinson became CEO of ITC at just 34 and has turned it from a loss-making company to a multi-million pound business.
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 Elon Musk sacking Tesla’s 40-strong marketing team to McDonald’s shining a light on the power of ‘stillness’, it’s been a busy week. Here is my take.
The FMCG giant is looking at “new category opportunities” as it looks to regain market share and tackle the threat of private labels.
Morrisons CMO Rachel Eyre describes loyalty as a two-way street so says the supermarket must be “hyper-personalised” in its offer to get more people “voting with their feet”.
Marketers may like to be believe they can identify with a wide range of people but, in reality, they are as likely to be led by their biases as anyone else.