Uber on its ambition to move from a ‘viral app to a viral brand’
Erin LyonsThe ride-sharing company is shifting its focus from customer acquisition to brand reputation as it looks to build its brand story following a turbulent 2017.
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‘Branding queen’ Rita Clifton: At any stage you can shape or destroy brand reputation
Michael BarnettBranding expert Rita Clifton has seen a significant shift in the sectors that excel during her career, but says having strong brand principles will always be the key to meeting future challenges.
RBS takes inspiration from Amazon and Uber as it puts focus on customer experience
Erin LyonsThe last decade has been a turbulent time for Royal Bank of Scotland as it looks to regain and retain customer trust while navigating a new business environment that has seen consumer expectations raised by brands such as Uber and SkyScanner.
Wimbledon on its marketing strategy: We are going beyond just releasing a pretty trailer
Erin LyonsIt’s arguably one of the most prestigious sports tournaments in the world but Wimbledon says a brand refresh and new tone of voice will prove to fans it’s not the “ivory tower” people may think it is.
How taking a stand is helping brands tackle negativity
Lucy TesserasMarriott and Pinterest have had to deal with fierce criticism – albeit for very different reasons – but in both cases they responded with a clear comeback that was in-keeping with their core purpose, which helped guide them through.
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Charlotte Rogers: Love Island may be a ratings hit, but it’s a brand risk
Charlotte RogersThis summer’s biggest show on TV may give brands unprecedented access to the millennial market, but with concerns around mental health support and a lack of body diversity, is the risk as high as the ratings?
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Erin Lyons: It’s time for the ad industry to address climate change
Erin LyonsThe ad industry has a responsibly to educate consumers on climate change but must avoid ‘greenwashing’ people or risk damaging their reputation for good.
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Talk of crisis could be a death spiral for Thomas Cook
Mark RitsonWhether or not Thomas Cook responds to financial rumours, once trust in its stability is undermined its brand equity will erode, obliterating future sales.
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Why managing risk is now essential to marketing
Charlotte RogersWith ad fraud, brand safety and data breaches presenting increasing threats, managing financial risk is now a key responsibility of marketing.
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Molly Fleming: Brands should follow Selfridges’ lead on palm oil to ensure long-term loyalty
Molly FlemingAs Selfridges becomes the first retailer to become palm oil-free, retailers and FMCG brands must ensure they fully understand and communicate their plans effectively to ensure they don’t do more harm than good.
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‘We didn’t want to repaint things’: Shell Energy on rebranding First Utility
Erin LyonsShell Energy is launching its first marketing campaign since its purchase of First Utility last year as it brings the Shell brand into people’s homes for the first time.
Mark Ritson
Portia WoollenThe latest opinion on the world of marketing, brand strategy and communications from award-winning columnist, marketing professor and marketing consultant Mark Ritson.
Marketers must get closer to supply chain or risk long-term brand damage
Charlotte RogersAs supply chains come under greater scrutiny from consumers, marketers will be on the frontline of any backlash if they fail to truly understand how their product is made.
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Kraft Heinz is in 57 varieties of trouble
Mark RitsonKraft Heinz is suffering from a number of self-inflicted wounds, from underinvestment in its brands to a failure to adapt its portfolio to modern tastes, leading to a parlous financial situation.
Marketing Week Meets… Facebook EMEA chief Nicola Mendelsohn
Russell ParsonsFacebook’s vice-president for EMEA tells Marketing Week how she coped when diagnosed with cancer, why more needs to be done to help women reach leadership positions and what Facebook needs to do to restore trust in its brand.
Marketoonist on brand social purpose
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The HMV business has a buyer but should the brand be saved?
Ellen HammettHMV is far from being a phoenix rising from the ashes but it has been given another chance to prove its place in a digital-first world. But is it too late for the music retailer to turn its brand around?
Facebook at 15: An advertising titan that needs to grow up
Ellen HammettDespite a wave of growing pains, Facebook’s revenues and users are still rising fast. But 15 years after it was founded, Facebook needs to prove it can be more than just an ad revenue machine and that it has earned its place in the digital media landscape.
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Moving closer to Facebook is dangerous for Instagram’s brand
Mark RitsonNo company before Facebook has had so many users while being so disliked, but the risk of moving Instagram to the same platform is one Mark Zuckerberg seems willing to take to keep control and integrate the brands’ data.
Charlotte Rogers: Avon’s ‘cellulite shaming’ US campaign is damaging to its global brand
Charlotte RogersAs beauty giant Avon hits a bum note with its latest US campaign, a lack of joined up thinking could mean the damage will be felt over this side of the Atlantic too.