Passionate about the rise of “cooperative competition”, Co-op’s marketing boss Matt Atkinson believes the brand has a blueprint for success in 2021 built on collaboration and strong values, backed by a movement of 4 million members.
Celebrating a brand’s anniversary shouldn’t be about complacency or introspection but a reassessment of what its heritage means for modern consumers.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Brand naming is always a difficult job, even more so for pharmaceutical drugs, but marketers should remember to put the naming carriage behind the positioning horse.
The grocer is refocusing on its food business after a difficult few years following its failed merger with Asda and acquisition of Argos as it looks to improve perceptions of food and value, and boost appeal to customers.
Brands chasing growth in the context of 2020 need to be prepared to take ‘calculated risks’ and experiment with new formats, without losing sight of the long-term plan.
An ability to drive positive change, disrupt the norm and form authentic partnerships is helping brands from Adidas to TikTok to Gymshark achieve cultural relevance in the world of sport.
Fintech startups have generated a lot of buzz in recent years, but Starling Bank wants to differentiate itself by taking a longer-term approach to growth and brand building.
Sky is forgoing its usual product-led approach in a new marketing campaign that aims to build an emotional connection with customers and get people thinking differently about the business.
Covid might have forced Premier Inn to rip up the rulebook, but now it’s going back to its heritage and key assets to take its brand “to the next level”.
Reflecting on delivering 12 consecutive quarters of growth, Premier Foods CMO Yilmaz Erceyes says he would rather have a brilliant proposition over a multi-million pound marketing budget any day.
Attracted by the chance to tackle a “thorny consumer issue”, former DFS CMO Toni Wood has swapped sofas for the startup world as she looks to inject some brand building expertise into ecommerce site Ufurnish.
Part of the John Lewis Partnerships’s new strategy is to use the strength and heritage in its brand to expand into new areas of retail and beyond.
Restricting US sales will only strengthen the neo-fascists’ bond with the shirts they use as a uniform. The brand needs a big ad campaign to show it stands for the opposite ideology.
Launched 10 years ago to bring in extra ad revenue for the ailing Independent, the i’s loyal readership provided the launch pad for a much-needed marketing push.