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.
Brands have to make tough choices affecting customers and staff during this pandemic, but acting honourably and communicating honestly will preserve trust.
Brands from Marmite to Peloton have shown negative publicity is beneficial if it doesn’t undermine your core image, which is why Corona will be fine but Burger King is heading for trouble.
As The Guardian stops taking fossil fuel ads, marketers should take a similar stand and end big oil brands’ strategy of distracting the world from the harm they are doing.
Aldi has been knocked off the top spot for the first time since 2014, while two brands – Greggs and Spotify – make their first entry into the top 10.
January is a month when consumers typically start thinking about summer holidays. But as consumers increasingly choose their conscience over the temptation to fly, can airlines clean up their act and help people combat ‘flight shame’?
Not all publicity is good publicity, but as long as you don’t undermine your proposition or entirely alienate your market, the salience gained from a bad news story often outweighs any damage to brand image.
In the latest edition of the Marketing Week Explores podcast, we discuss the brand reputational woes for Unilever following Dollar Shave Club’s appearance on pornography site Pornhub and debate the true value of NPS.
Shortening the fashion industry’s global catwalk calendar would be a trendsetting statement of intent that shows the couture houses are ready to take responsibility for their environmental impact.
Airbnb is promising to make the Olympics the “most inclusive, accessible and sustainable yet” as part of a nine-year deal that aims to boost its reputation before going public.