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.
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.