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.
Apple has messed up by adopting a biased algorithm that disadvantages women applying for its credit card, but the chances of it harming the core technology business are slim.
Steve Easterbrook was in the middle of a brand turnaround when he was fired on Sunday for a “consensual relationship” with an employee.
Sponsorships have hit the headlines in recent weeks with high profile arts organisations coming under intense pressure to drop partners deemed to have ‘toxic’ reputations. Done right, however, and sponsorships can provide a solid platform for long-term success.
Trust in advertising depends on a trusted environment of high-quality news produced by professional journalists, says Teads SVP Marc Zander, marking the launch of its Campaign for Real Media.
Keith Weed is at Advertising Week New York in his role as president of the Advertising Association, calling on the US ad industry to work with the UK to combat the ongoing decline in public trust in advertising.
Thomas Cook’s collapse into liquidation could mean the end for the 178-year-old brand but if a buyer can be found its heritage and customer love suggests it is worth saving.