Vauxhall boss: Our brand positioning was unsustainable
Molly FlemingStephen Norman became managing director of the car marque last year after four decades in car marketing, and has spent the past 18 months repositioning the floundering car brand.
Watch: Ritson on the power of Apple’s brand positioning
Marketing Week ReportersMarketing 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.
Sipsmith on why after 10 years it’s ‘supercharging’ its brand
Molly FlemingThe gin market has exploded since Sipsmith started 10 years ago, and with competition rising the “pioneer” of craft gin is hoping to “supercharge” its brand.
‘People were bemused’: How First Direct shook up banking with its ‘radical’ launch
Lucy TesserasAs the UK’s first ‘virtual’ bank, First Direct knew it had to take a radically different approach to marketing, to ensure it not only stood out but was trusted by consumers.
Nescafé overhauls premium coffee brand as it looks to fend off ‘intense’ competition
Molly FlemingThe premium coffee brand is investing £8m in its first masterbrand campaign as it looks to keep ahead in a booming and increasingly competitive market.
Why one B2B business is trying to market more like a consumer brand
Sarah VizardSAP has an ambition to become the first pure-play B2B company to make it into the top 10 on BrandZ’s most valuable brands list through a focus on creativity, storytelling and the needs of its customers.
Santander wants to make its purpose ‘more tangible’ as it shifts brand positioning
Sarah VizardSantander is moving away from talking about prosperity in its advertising to instead focus on what’s possible as it looks to differentiate from competitors and make its purpose “less nebulous”.
GoCompare overhauls brand as sector moves on from ‘shouting loudest’
Sarah VizardGoCompare has overhauled its brand strategy as it looks to differentiate in a competitive market, but mascot Gio Compario is staying, albeit in a different role.
The evolution of direct-to-consumer brands and their marketing
Nikki GillilandAs the DTC sector matures, direct-to-consumer brands are borrowing strategy ideas from established brands, and vice versa, as they look to build sustainable businesses.
How Three is positioning the brand beyond mobile
Ellen HammettA focus on social content and partnerships is allowing Three to engage with customers in new and immersive ways.
McCain expands diversity focus to better understand families
Molly FlemingMcCain says its focus on diversity has had a real impact on the business, not just on brand perceptions but also its internal make-up.
Meet the DTC beauty brand founded on the psychology of consumer behaviour
Charlotte RogersDirect-to-consumer brand Beauty Pie layers data with psychology and qualitative research to gain the rich user insights that power its subscription model.
SodaStream’s UK boss on life after the Pepsi buyout
Molly FlemingAfter its £2.6bn acquistion by Pepsi, SodaStream is planning rapid growth through a focus on marketing and innovation but claims it is holding onto its startup mentality.
Galaxy aims to futureproof its brand with ‘step change’ in brand positioning
Molly FlemingGalaxy is launching a new campaign to highlight its “fresh, contemporary and modern” repositioning, which it hopes will appeal to younger consumers.
Nationwide uses comedy to challenge ‘parent-like’ conversation around saving
Erin LyonsThe building society hopes using stand-up comedy in its latest campaign will encourage Brits back into saving while avoiding sounding “patronising and parent-like”.
Boohoo is on the fast track to premium with Karen Millen buyout
Charlotte RogersThe fast-fashion retailer’s latest acquisition will catapult Boohoo into premium territory, opening up a whole new set of customers in the process.
From the UK to South Africa to India: Inside ClearScore’s global expansion strategy
Sarah VizardClearScore began expanding internationally two years ago and believes it has found the recipe for success, which is based on a scalable product and consistent brand, and not being in too much of a rush.
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Strategy is a luxury for small brands – focus on being better known
Colin LewisSmall brands may have many of the same challenges as big brands, but growing a startup is about entrepreneurship and sales, not marketing strategy.
Gillette boss: Alienating some consumers with #metoo campaign was a price worth paying
Molly FlemingSix months on from Gillette’s controversial ad, the brand’s CEO discusses the intense fallout and why taking a stand is a “necessity” to connect with younger consumers.
How Toyota sold six times as many cars as its hybrid rival
Greg CopelandThe ‘Prius effect’ demonstrates the importance of distinctiveness – products need to fit the narrative of a consumer’s self-image.
Dulux unifies trade and consumer brands
Molly FlemingDulux is bringing together its trade and consumer businesses for the first time as it looks to “establish what makes Dulux great” in a new marketing campaign.
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James Bond’s latest repositioning is a lesson to brands looking to adapt to a new era
Mark RitsonBy unveiling that 007 will be a black woman in the next James Bond movie, the producers of the franchise have learned a lesson all brands should take heed of – brands that want to stay relevant and true to their identity must continue to evolve.
Inside Paddy Power’s campaign to ‘call bullsh*t’ on football shirt sponsorship
Charlotte RogersPaddy Power’s PR boss discusses its Huddersfield Town sponsorship, including the Twitter storm it caused following the launch of a controversial branded sash on the kit and how it was all part of a wider campaign calling time on football shirt sponsorships.