Brands will be defined by how they handled the virus
Tanya JosephBrands have to make tough choices affecting customers and staff during this pandemic, but acting honourably and communicating honestly will preserve trust.
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Coronavirus won’t hurt Corona, it will actually boost sales
Mark RitsonBrands 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.
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Marketers must follow The Guardian and stop enabling oil brands’ hypocrisy
Mark RitsonAs 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.
Netflix overtakes Aldi to become the top UK brand
Sarah VizardAldi 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.
Could carbon offsetting save aviation’s bad environmental reputation?
Molly FlemingJanuary 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’?
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Peloton’s ad is bad, but it will ultimately benefit the brand
Mark RitsonNot 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.
Marketing Week Explores: The trouble with Pornhub and the value of NPS
Marketing Week ReportersIn 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.
Luxury fashion cannot blame the climate crisis on the high street alone
Matt BarkerShortening 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 inks first major global sponsorship with Olympics deal
Molly FlemingAirbnb 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.
The Apple Card fiasco is a brand risk – but not a very big one
Mark RitsonApple 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.
There’s a brand risk for McDonald’s in firing its CEO
Molly FlemingSteve Easterbrook was in the middle of a brand turnaround when he was fired on Sunday for a “consensual relationship” with an employee.
Toxic sponsorships: How brands are avoiding partnership pitfalls
Matt BarkerSponsorships 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.
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.