Addison Lee goes premium to drive global expansion
Private car hire service Addison Lee is hoping its first rebrand in 40 years will assist global expansion plans and set it apart from Uber.
How Addison Lee is using personalisation to drive expansion and take on Uber
Charlotte RogersAddison Lee’s top marketer Peter Boucher on the value of word-of-mouth marketing, personalisation, growing its consumer business and learning from Uber.
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Is Deliveroo rebrand about gaining global appeal or reducing controversy?
Tom BanksFood 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 hopes rebrand will boost its popularity at lunch and ‘social occasions’
Leonie RoderickJust Eat is rebranding in a bid to expand into different “food occasions” and convince consumers that take-away is not just for dinner.
Mars rebrands Uncle Ben’s after criticisms over racial stereotyping
Sarah VizardThe 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.
Why brands need to react to customers in real time
MaryLou CostaSenior 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 must be at the centre of transformation, not at the edges
Ben RhodesMarketers are often guilty of focusing on superficial innovations – they should be at the heart of efforts to develop totally different digital business models.
How one brand is trying to shift from being known to being understood
Sarah VizardOS 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.