Following one of the worst years in aviation history, British Airways is on a mission to remind customers that they are “the heart” of the airline.
As 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.
Airlines are using their customer communication channels to attempt to reassure people about the safety of flying and make clear the changes they have made amid the ongoing coronavirus pandemic.
With the reopening of travel on the horizon, Expedia hopes to be seen as the “ultimate travel companion” with its biggest brand spend in five years.
Those questioning the updates to Heinz’s slogan and the British Rail logo miss the salience the brands will gain – but there are rules for playing with brand codes effectively.
The advertising watchdog is taking a stronger position against brands that make misleading claims about their environmental impact and has promised to “go further” to tackle the issue.
Feeling nervous is a good thing as it means marketers are striving to do their best work, while still having the confidence of their convictions, says Marks & Spencer Food marketing director Sharry Cramond.
From signing record deals to heading up marketing at global brands like Coke, Nike and Patagonia, Joy Howard has traded in the corporate world for her own company and the life of a CEO.