When Adidas acquired Reebok in 2006 it claimed its brand value stood at €1.7bn, but in its latest financial statement that figure had dropped to €733m, so what is new owner Authentic Brands getting?
BrewDog is positioning itself as a ‘Beer For All’ as it looks to put the claims of its “toxic attitude” and “culture of fear” behind it.
Employees are increasingly taking a public stand against companies fostering discriminatory or toxic cultures, with Activision Blizzard joining BrewDog in the firing line.
The group behind EasyJet, EasyHotel and EasyGym is now looking to compete with the likes of Just Eat and Uber as it launches three new business ventures.
Brands including Mars, KFC and GSK have signed an open letter condemning the “lack of adequate action” taken by Facebook, Instagram, Twitter and Snapchat following the racist abuse suffered by several members of the England squad.
BrewDog CEO James Watt has taken down a post in response to an ad ban for its hard seltzer, after a backlash on social media.
Analysts argue brands will have to be careful about where they place their products, as governing bodies and tournament holders may have to “bow down” to influential athletes who want to set a good example to the future generation.
Analysts argue the decision by brands such as Kopparberg, Ikea and Nivea to pull advertising from GB News could be “a dangerous game to play” but suggest it will likely blow over quickly in the same way the Facebook boycott did last year.
As former staff accuse the craft beer brewer of creating a “culture of fear”, BrewDog has seen its brand health scores plummet, although the impact on purchase intent has been minimal.
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.