Advertising generally takes precedence over the more modest discipline of design when it comes to brand strategy, but marketers should recognise that they have the same influence over consumers’ perceptions.
BT marketing director David Stratton says Plusnet has ‘done a Mark Ritson’ by simplifying its brand codes to differentiate from sister brands EE and BT – a no-nonsense approach our columnist is proud to associate with his name.
Plusnet has redefined aspects of its brand, including its positioning and use of codes to ensure its marketing is as effective as possible.
How do you convince people that marketing is not a cost but an investment? Rewilding Britain is using a three-part strategy to win over sceptics.
Brand naming is always a difficult job, even more so for pharmaceutical drugs, but marketers should remember to put the naming carriage behind the positioning horse.
Marketing and creative teams shouldn’t be ‘task takers’, but strategic business partners. Here’s how brands can optimise their effectiveness.
The move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.
With a new brand identity rolling out nationwide and a tie-up with Clubcard Plus already underway, Tesco Mobile CMO Rachel Swift believes bringing the business closer to the wider Tesco family is a savvy way to standout.
An increasing number of high street restaurants are looking to take their products into supermarkets, but with so much competition on shelf how do you stand out?
Just as consumer confidence is so important at the moment, digital services need to breed user confidence. That’s where content design plays a role.
It doesn’t need to be an expensive and time-consuming process to make minor changes to the artwork of your marketing materials.
As car makers shift their focus from selling cars to providing mobility their brands are changing accordingly.
Brands can generate love and loyalty, even in a crisis, through building equities and visual triggers, as Corona has unexpectedly discovered.
After an analysis of emerging sectors and shifting consumer trends, Innocent is branching out into juice shots as it looks to bring some flavour to a burgeoning category.
Direct Line has replaced one of the most effective brand campaigns of recent years with a new approach that promises similar success, all thanks to the team’s understanding of distinctive brand assets.