Addison Lee’s top marketer Peter Boucher on the value of word-of-mouth marketing, personalisation, growing its consumer business and learning from Uber.
Food delivery service Deliveroo has unveiled a colourful rebrand as it aims to improve its public perception and stand out on the global stage.
Just Eat is rebranding in a bid to expand into different “food occasions” and convince consumers that take-away is not just for dinner.
The move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.
Senior marketers explain how they’re addressing the rising significance of real-time personalised consumer interactions, since it has shot up the list of priorities and challenges during the coronavirus lockdown
Marketers are often guilty of focusing on superficial innovations – they should be at the heart of efforts to develop totally different digital business models.
OS is synonymous with orienteering, bobble hats and mountains, but hopes a transformation that includes a new brand purpose and switch from a focus on products to customers will help improve brand equity and grow the business.