Sports Direct’s brand health is at a low point after the pandemic, but CMO Beckie Stanion has a plan to turn around brand perceptions with large scale campaigns and a focus on sports accessibility.
WhatsApp is aiming to highlight the fact it holds user privacy in high regards and show how its service actually works as it launches its first global campaign.
Having swapped PR for marketing, Huawei’s Winston Eavis admits “it’s not that easy”, but his background in crisis management has helped the Chinese tech brand navigate a difficult year.
Marketers have a responsibility to safeguard brand trust, particularly when an organisation is intent on embracing change.
Currys is by far the superior brand of the four merging businesses, but a number of challenges lie ahead for the electrical goods retailer.
The brand says the connection between Corona and coronavirus hasn’t had a negative impact, and it now setting its sights on attracting new beer drinkers by focusing on the fact it is made from 100% natural ingredients.
Tesco CEO Ken Murphy claims it has strengthened its brand health across all metrics this year – but how does the supermarket compare to its UK competitors?
As he steps down as CMO, Machado is leaving the fast-food brand in better health than when he started – but there’s still a considerable challenge ahead for his successor.
The fast-food giant admits to falling behind with consumer trend leading to a loss in brand relevance but eventually found a way to engage with consumers again to reinvigorate its brand.
There’s no influence like a customer’s, as AT&T found when nonagenarian Aaron Epstein placed an ad in the Wall Street Journal criticising its service.
Mid-market hotels are in the strange position of having to detain prisoners rather than delight customers. Here are a few ways they can avoid brand damage.
From a brand perspective, Asos is in much better health than the Arcadia brands it has acquired but buying up Topshop, Topman and Miss Selfridge will help it boost perceptions of quality.
Boohoo’s recent purchase of the troubled high street department store is the online retailer’s latest move to expand its core audience of shoppers.
Maintaining a healthy brand reputation and protecting brand safety should be top priorities for any business, but to stay ahead of the dangers marketers need to be on the front foot.
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.