The collective silence of sponsors during the European Super League fiasco spoke volumes, but brands should still be looking at ways to rebuild trust and engagement for fans of the beautiful game.
With the reopening of travel on the horizon, Expedia hopes to be seen as the “ultimate travel companion” with its biggest brand spend in five years.
The proposed league format takes many of its pointers from the hugely successful US sports model, but can it win over local fans and brands, or is the reputational risk too high?
As Aviva kicks off a high profile brand relaunch and repositioning, group brand reputation director Raj Kumar sees a brighter future for both the company and its customer base.
The pandemic may have thrown the gambling sector a few curveballs but, a year on from its brand refresh, Ladbrokes Coral has a renewed focus on entertaining the nation.
BlackBerry is keen to shake off its mobile phone past and reposition the brand as a trusted player in cybersecurity. But shifting categories is something its top marketers admit is a “tall order”.
The Belgian beer brand is seeking a return to its ‘innovative’ heyday with a fresh focus on artistry and a global rollout of its restaurant concept, Frites Artois.
B&Q is looking to increase brand equity through the launch of its latest campaign, after pivoting its marketing strategy last year to focus on long-term brand building.
RB’s rebrand to Reckitt is part of a more focused effort to communicate what the corporate brand stands for, after observing ‘increased curiosity’ among consumers.
With a diverse group stretching from food to funeral care, the Co-op is constantly being challenged to find new ways to prioritise the different aspects of the business on a tighter budget than its rivals, explains marketing boss Matt Atkinson.
After seeing a surge in sales over the past 12 months, it believes now is the time to capitalise on momentum by adding TV to its marketing arsenal.
The fast-food giant admits to falling behind with consumer trend leading to a loss in brand relevance but eventually found a way to engage with consumers again to reinvigorate its brand.
The iconic footwear brand has found a way to bring the digital and analogue worlds together to keep its community of die-hard fans engaged and celebrate 60 years of ‘rebellious self-expression’ under lockdown.
NatWest Group CMO Margaret Jobling reveals the key insights behind the launch of the bank’s new brand platform ‘Tomorrow Begins Today’.
Is loyalty dead? How many positions is too many? And who the fuck is Byron? Our columnist presents a modern marketing love story.