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.
After a year of upheaval for Facebook, from ad boycotts to rows over hate speech, Nicola Mendelsohn is focused on the future, the value of resilience and the rise of discovery commerce.
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.
Brands are taking a more strategic and holistic approach to social and environmental issues, putting pressure on NGOs not to focus on one issue to the exclusion of everything else.
Mastercard’s marketing team is taking both a long- and short-term view as it looks to mitigate the risk of the pandemic on its business.
New boss Ken Murphy, who joined the retailer just six days ago, says he sees the Tesco brand as “central” to its strategy going forward.
Striking the right balance between innovation and risk-taking and keeping a consistent experience is difficult, particularly in the middle of a pandemic, says Paul Pomroy.
Just a year ago and it was almost impossible to avoid bad news about WeWork, but its new CMO says that’s all in the past as it looks to better communicate its proposition and role in the future of work.
The top 10 remains almost unchanged from last year, while the highest risers and newcomers reflect a year of trauma and transformation.
As local businesses grappled with how to respond to the coronavirus crisis, big brands in a number of sectors stepped in as they looked to make a difference to local communities.
Amazon tops BrandZ’s ranking of the 100 most valuable global brands for the second year in a row, keeping Apple in second as Google slips to fourth.
The social media platform was one of this year’s big new entries, but can it replicate the success of competitors like Instagram?
Tesco’s brand health is at the highest level since 2011 after recording improvements in customer perceptions across all key areas.
Brands miss out on being seen in a trusted environment where consumers are showing huge engagement and intent if their ads aren’t shown within premium news publishers.