Oatly’s failed trademark claim against a rival won’t hurt its ability to differentiate, as long as it stays humble and human in the way it does business.
All marketers are desperate to claim emotional benefits for their brand, thinking these influence purchase, which leaves a wide-open opportunity for brands brave enough to go back to rational messages.
As much as marketers want to differentiate from competitors, brands in the same market often follow the same formulas. To resist that outcome, watch out for these five pitfalls.
Marketers have a responsibility to safeguard brand trust, particularly when an organisation is intent on embracing change.
Brands need big ideas to earn fame, but even though most media spend goes on digital, digital agencies are not set up for creative excellence.
For all the assertions that teamwork and innovation are the main reasons to go back to the office, in reality the biggest incentive is the impulse to keep pace with colleagues.
Mid-market hotels are in the strange position of having to detain prisoners rather than delight customers. Here are a few ways they can avoid brand damage.
Advertising generally takes precedence over the more modest discipline of design when it comes to brand strategy, but marketers should recognise that they have the same influence over consumers’ perceptions.
Stuck for something to buy your favourite agency, CMO or marketing columnist? Here are some apt ideas that can’t fail to please.
When established brands try to move beyond their core competence it rarely works, and John Lewis’s plan to move into residential property seems poorly thought through.
Brands that ignore the small signs customers are unhappy will soon feel the financial impacts if they don’t respond.
Now may seem the right time to prioritise customer-facing brands, but in this crisis your employer brand is critical to staff motivation and consumers’ perceptions of your company’s ethics.
It’s true that a strapline can give a brand fame and mental availability, but only if it’s a great one, which gets harder to achieve as time goes by.
The pandemic has accentuated consumers’ already strong affinity for local brands, but innovation budgets remain big brands’ advantage.
Acting like a startup is never usually realistic for large corporates, but the Covid crisis now requires these companies to reassess many of their first principles.