It is every marketer's worst nightmare for a brand under their stewardship to overnight be associated with something horribly negative. Sharing your brand name with the virus that caused a global pandemic, for example, is not something any marketer could anticipate or plan for.
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.
Heineken’s beer director talks to Marketing Week about the trends the industry needs to pay closer attention to if it is to drive future growth, as he reflects on the launch of Birra Moretti’s first global campaign.
Stella Artois is hoping to capitalise on the surge in consumer demand for trusted brands with the temporary return of its classic ‘Reassuringly Expensive’ tagline, as it celebrates the reopening of UK pubs.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The FMCG giant promises to be “disciplined” with spending, as it looks to counter “significant” cost pressures and invest in digital in the pursuit of long-term growth.
With Standard Life performing better than both Phoenix and the market on average across almost all measures, the group is investing heavily in the brand in a bid to enhance its customer-focused credentials.
Saga is betting big on its shift away from short-term sales to long-term brand building, as it looks to drive consideration amongst experience hungry over-50s.