Asos must tackle brand criticisms to reignite profit
Ellen HammettAnother profit warning and Twitter flogging shows the former darling of the fast-fashion world has a lot of ethical and operational issues to address.
How taking a stand is helping brands tackle negativity
Lucy TesserasMarriott and Pinterest have had to deal with fierce criticism – albeit for very different reasons – but in both cases they responded with a clear comeback that was in-keeping with their core purpose, which helped guide them through.
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Talk of crisis could be a death spiral for Thomas Cook
Mark RitsonWhether or not Thomas Cook responds to financial rumours, once trust in its stability is undermined its brand equity will erode, obliterating future sales.
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Why managing risk is now essential to marketing
Charlotte RogersWith ad fraud, brand safety and data breaches presenting increasing threats, managing financial risk is now a key responsibility of marketing.
Marketers must get closer to supply chain or risk long-term brand damage
Charlotte RogersAs supply chains come under greater scrutiny from consumers, marketers will be on the frontline of any backlash if they fail to truly understand how their product is made.
TSB ‘sharpens’ its challenger position as it shifts focus to brand recovery
Sarah VizardTSB’s Pete Markey had a baptism of fire on his promotion to CMO in 2018, dealing with an IT crisis and putting plans for new media activity on ice. Now he’s back on the job of sharpening the brand’s commercial edge and its points of difference.
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‘We didn’t want to repaint things’: Shell Energy on rebranding First Utility
Erin LyonsShell Energy is launching its first marketing campaign since its purchase of First Utility last year as it brings the Shell brand into people’s homes for the first time.
Why real news is crucial to advertising’s future
Marc ZanderTrust 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’s call to arms to the US: ‘Help us tackle the issue of public trust in advertising’
Sarah VizardKeith 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.
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Is the Thomas Cook brand worth saving?
Sarah VizardThomas 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.
Why Deliveroo, Costa and BrewDog are growing faster than other UK brands
Ellen HammettThe fastest risers in BrandZ’s top 75 UK brands show it is possible to drive brand value in any sector with the right strategy.
A call to arms for brand building: What the UK’s top 75 brands says about marketing in 2019
Ellen HammettThe total value of the BrandZ UK Top 75 has declined 3% over the last year, with brands being urged to stop over-relying on their fame and start investing in high quality communications.
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VW overhauls its brand for a ‘new era’ as it attempts to put emissions scandal behind it
Molly FlemingVolkswagen has created a “no filter” brand world that includes the introduction of a new logo, brand design and female voice.
British Airways needs to ensure its reality matches up to its advertising
Molly FlemingAs British Airways celebrates its 100th anniversary, it is facing poor rankings, striking staff and irritable consumers but to secure the brand’s future it needs to stop focusing on the past and invest in the future.
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Cadbury’s brand purpose is just ‘woke-washing’
Mark RitsonCadbury’s efforts to promote diversity have been ridiculed on social media, but the bigger issue is the hypocrisy of doing so while paying no UK tax.
Facebook launches UK privacy campaign
Ellen HammettThe ‘Privacy is Personal’ campaign is the latest move from the social media giant to improve transparency and rebuild trust after the Cambridge Analytica scandal.
John Lewis, Ikea and M&S top UK brand health rankings
Ellen HammettIn spite of a challenged high street, retailers lead YouGov BrandIndex’s brand health rankings, while Netflix takes the top spot for most improved.
Marketoonist on risk management
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Wimbledon on its marketing strategy: We are going beyond just releasing a pretty trailer
Erin LyonsIt’s arguably one of the most prestigious sports tournaments in the world but Wimbledon says a brand refresh and new tone of voice will prove to fans it’s not the “ivory tower” people may think it is.
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Charlotte Rogers: Love Island may be a ratings hit, but it’s a brand risk
Charlotte RogersThis summer’s biggest show on TV may give brands unprecedented access to the millennial market, but with concerns around mental health support and a lack of body diversity, is the risk as high as the ratings?
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It’s time for the ad industry to address climate change
Erin LyonsThe ad industry has a responsibly to educate consumers on climate change but must avoid ‘greenwashing’ people or risk damaging their reputation for good.
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Brands should follow Selfridges’ lead on palm oil to ensure long-term loyalty
Molly FlemingAs Selfridges becomes the first retailer to become palm oil-free, retailers and FMCG brands must ensure they fully understand and communicate their plans effectively to ensure they don’t do more harm than good.
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Kraft Heinz is in 57 varieties of trouble
Mark RitsonKraft Heinz is suffering from a number of self-inflicted wounds, from underinvestment in its brands to a failure to adapt its portfolio to modern tastes, leading to a parlous financial situation.