Brands must help rebuild society post-coronavirus
Tanya JosephAs we look to a future when the Covid-19 crisis has abated, brands have the power to unite us, inspire us and forge a new way forward if they are willing to try.
Conscious consumerism: How brands are rising to the challenge
Matthew ValentineFrom cutting back on red meat to upcycling clothes, conscious consumerism is on the rise and it has very real implications for brands across a variety of sectors.
Why ITV is focusing on mental health in the fight against Covid-19
Ellen HammettITV is using its reach and scale to support mental wellbeing during the coronavirus pandemic, with another film set to launch this week encouraging people to reach out to elderly or vulnerable neighbours.
How internal comms are steering brands through the coronavirus crisis
Steve HemsleyDuring this time of crisis, internal communications teams are stepping up to help manage the message for brands, support employees and boost morale.
Nike: In times like these, strong brands get even stronger
Sarah VizardNike believes brands have a major role to play in tackling the coronavirus, whether through helping on the frontline, looking after staff or providing services to consumers.
Are brands living up to their purpose during the coronavirus crisis?
Matthew ValentineAs purpose is put to the test in the midst of the global Covid-19 pandemic, which brands are stepping up and which are missing the mark?
‘Feed the nation’: Morrisons changes core purpose in response to coronavirus
Ellen HammettMorrisons is introducing new ways of delivering groceries to customers, including a range of simple-to-order food parcels, more delivery slots and using 100 extra stores to pick up shopping.
The BBC is a national brand, or it is nothing
Mimi TurnerWith the BBC under greater threat than ever of being dismantled, it needs to communicate why and how its brand serves the whole country.
RBS to rebrand as NatWest Group as CMO David Wheldon retires
Sarah VizardNatWest Group aims to be a purpose-led bank focused on enterprise, learning and climate as it looks to put the past behind it and focus on the future.
Coca-Cola introduces new brand platform as it vows to take a stand on social issues
Molly FlemingCoca-Cola is launching a new brand purpose, ‘Better when we’re open’, in Europe that will form the basis of its marketing this year and next as it looks to show it is a brand with a point of view.
Gillette uses football to promote ‘positive versions of masculinity’
Molly FlemingGillette wants to inspire young men to make a difference in its first campaign with new global ambassador and Manchester City footballer, Raheem Sterling.
Is there a brand benefit to being a B Corp?
Charlotte RogersWidely considered as the gold standard for sustainable business, what are the brand advantages of becoming a certified B Corporation?
Brands urged to do more to prove their social contribution
Ellen HammettWith trust set to dominate the advertising agenda for yet another year, the onus is on marketers to demonstrate their commitment to doing responsible marketing and give reason to believe their motives are genuine and go beyond commercial gain.
Why the Financial Times wants to reset capitalism
Sarah VizardThe FT might be pro-business, but its marketing boss Finola McDonnell has taken on the tricky job of holding a mirror up to capitalism as it looks to position itself as the newspaper that can guide companies through the next decade.