Marketing Week columnist Mark Ritson on how Apple defined the three core tenets of its brand position – simplicity, creativity and humanity – to celebrate what made it different.
Steve Jobs built Apple’s brand on simple design and a sparing product line-up, but now its portfolio is a mess of wires and product variants that make Microsoft look like the cooler brand.
Cannes Lions 2018: Far from pulling back from the high street, Apple is investing in ramping up the experience by putting humanity at the heart of physical retail.
With the Cannes Lions Festival of Creativity kicking off in three days, here’s your run down of all the hot topics up for discussion at the first festival since the Cambridge Analytica scandal broke, Sir Martin Sorrell resigned from WPP and the #MeToo movement was born.
While Google and Apple keep their positions at the top, Amazon has bumped Microsoft from third place and a number of Chinese giants are threatening the status quo in this year’s BrandZ top 100.
The most popular ads on YouTube last month included Google’s new Pixel 2 smartphone and a musical number from Nintendo’s Super Mario.
A study of UK brands finds Marks & Spencer is the best retailer for storytelling, while Apple takes home first place in the overall ranking for the fifth consecutive year.
Plus Wal-mart looks to take on Amazon by cutting costs and opening less stores and Puma pushes same sex marriage equality in Australia.
Forget about bendy screens and AI, Apple is the true winner in the smartphone market because of its unrelenting focus on brand and marketing.
The most popular ads on YouTube last month included Dwayne ‘The Rock’ Johnson teaming up with Apple’s Siri and Nike exploring what goes into an athlete’s smile.
The launch of the $999 iPhone X has been labeled a PR success, but is it really the ‘biggest leap’ since the original iPhone?
Marketing Week columnist Mark Ritson explains how the Mars-owned brand turned around falling sales by introducing clearer positioning and making better use of its brand codes.
The digital bank’s marketing boss says its first TV ads “show the power of traditional advertising”, although its community and organic word-of-mouth remain key.
We arm marketers with all the numbers they need to tackle the week ahead.
The final instalment in our series looks at having the right implementation in place to ensure marketers get the best out of martech in terms of value and creativity.
Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.
It’s all very well being differentiated, disruptive and revolutionary, but if your main competitor makes a meaningful improvement, your brand will drop behind if you don’t follow suit.
Rather than fighting against it, brands can use social and the power of crowds as a testing ground for new ideas.
CMO Cheryl Calverley eschewed the usual agency model for a more flexible set-up in its first major campaign to bring the Eve brand to life.