With plans underway to develop a centre of excellence for consumer experience, Britvic intends to ramp up its marketing investment and enhance its digital marketing capability in a bid to chase growth.
While YouGov’s BrandIndex data shows BrewDog has taken a significant hit to several brand health scores after claims of a toxic culture emerged, the long-term legacy of the revelations could be to its reputation as an employer brand rather than to sales.
From grocery minnow with a perception problem to stealing chunks of market share from the ‘big four’, Lidl flipped the script in 2013 by ditching its established leaflet marketing strategy in favour of long-term creative idea ‘Lidl Surprises’.
By repositioning Rimmel and Max Factor, Coty has been “redefining” what each brand stands for while staying true to their heritage, a move which is already helping to shift the dial, according to marketing director Ian McCarthy.
Determined not to let the crisis go to waste, the travel operator revamped its brand identity, rolled out new creative principles and changed the way it talks about brand spend to make a stronger case for investment.
Coty says its cost cutting programme is enabling it to “reinvest more in marketing” as it looks to further boost sales during the critical Christmas period.
M&S’s Anna Braithwaite plans to build on the “good recovery” of the retailers’ clothing and home division this year and position the business as the home of style and curated fashion.
Xiaomi may have only launched in Western Europe in 2017, but the Chinese smartphone brand is on a mission to become a mainstream name by shifting its marketing mix.
Scotch whisky brand Johnnie Walker is thriving thanks to a combination of sustained investment, a switch to localised marketing post-pandemic and rich insight ensuring its long-term ‘Keep Walking’ platform remains relevant to consumers.
Admitting the previous brand name was too “tightly linked” to one product, CEO Mark Zuckerberg wants his business to become “metaverse first, not Facebook first” in a bid to graduate from social media to virtual worlds.
From Nike to EA Sports, brands blurring the lines between entertainment, social conscience and the desire to lead are gaining cultural credibility in the world of sport.
Having gone independent from former parent company Huawei in November, Honor has ambitions to become a top three smartphone brand in the UK by 2024.
With Standard Life performing better than both Phoenix and the market on average across almost all measures, the group is investing heavily in the brand in a bid to enhance its customer-focused credentials.
Saga is betting big on its shift away from short-term sales to long-term brand building, as it looks to drive consideration amongst experience hungry over-50s.
Five years ago, it was viewed by consumers as a “faded old man”. Now KFC is Marketing Week’s Brand of the Year and considered one of the creative success stories of the past 18 months. CMO Jack Hinchliffe explains why the hard work is paying off.