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”.
How The Guardian turned ’emotional desire’ into financial support
Charlotte RogersThe combination of a clear purpose, editorial commitment and great timing helped The Guardian’s ‘Hope is Power’ campaign become a “huge driver” of financial support worldwide.
M&S Food looks to ‘debunk myths’ over its prices in campaign focused on value
Sarah VizardM&S is hoping to communicate its lower prices and points of difference on quality in a new campaign, ‘Re-Marks-able value’.
How Channel 5 joined forces with the Spice Girls to build a TV brand
Charlotte RogersFrom getting the Spice Girls to cut the ribbon at its debut event to pioneering an integrated approach to marketing, the launch of Channel 5 was all about challenging norms and channelling creativity.
LinkedIn launches biggest UK campaign to help shake off ‘stiff’ brand perceptions
Sarah VizardLinkedIn is running its first TV ads as part of a campaign focused on the job search experiences of its members as it looks to show a warmer and more human side to its brand.
Asos was wrong to ditch print now its brand is in crisis
Matt BarkerAsos has culled its print magazine after 12 years amid a wider crisis for the brand but, as other companies can testify, a well-produced print title can still be a highly effective promotional tool.
How Virgin Media plans to become ‘the most irresistible brand’
Sarah VizardThe telecoms giant is shifting more money to brand marketing as it looks to “get its Virgin-ness” back and attract more customers to its services.
Mooncup’s marketing mission to eclipse the competition
Ellen HammettFrom ‘hippie gimmick’ to category disruptor, Mooncup has a new plan to ensure it stands out in the growing menstrual cup market where once it only had itself to compete with.
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Interbrand’s ‘iconic moves’ invite ridicule for the discipline of branding
Mark RitsonInterbrand is a respected name in brand valuation, but its proposal to replace brand positioning with ‘iconic moves’ demonstrates a lack of strategic sense.
Marketing That Matters: How Britvic rescued Robinsons from decline
Marketing Week ReportersThe latest podcast in our series on the stories behind effective marketing campaigns examines how Britvic transformed Robinsons, repositioning it and reviving a flagging category in a grand prix-winning effort.
Greggs CEO: People thought we couldn’t gain brand reappraisal beyond bakery, but we did
Sarah VizardGreggs CEO Roger Whiteside claims perceptions of Marketing Week’s Brand of the Year are shifting from sausage rolls and sticky buns to coffee, wraps and salads, as it looks to convince more people that Greggs is a brand for them.
Understanding how brands operate in Japan
Charlotte RogersAs a culture driven by perfection, craftsmanship and shifting tastes, the Japanese market can prove a steep learning curve for marketers.
Relevancy and responsiveness: The secrets to successful brand growth
Matt BarkerMaintaining relevance and responding rapidly to consumer demand has helped Microsoft, Coca-Cola, McDonald’s and Disney retain their spot in Interbrand’s top 10 after 20 years.
How Mondelēz shifted focus from cost-cutting to growth
Molly FlemingFrom creating a digital accelerator to piloting a biscuit subscription service, Mondelēz Europe CMO is spearheading innovation at the confectionery giant.
F&F’s strategy to get in more Tesco baskets
Ellen HammettClubcard, econometrics and working much more closely with the main Tesco brand form the foundations of F&F’s strategy to redefine what it means to be a supermarket fashion brand.
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‘Buccaneering’ British business is just a political fantasy
Helen EdwardsWhy are British politicians so content to use the language of pirates to shed light on business?
BT returns to the high street as it overhauls brand that ‘stands for nothing’
Sarah VizardBT’s brand will appear on store fronts for the first time in 25 years as the company looks to overhaul perceptions of the brand that are “not in a great place” through a focus on new products and improved customer service.