Why Phoenix Group overhauled its brand to prioritise purpose
Michaela JeffersonPhoenix Group hopes its new endorsed brand architecture will enable its six brands to grow in their markets, supported by a more purposeful corporate brand.
Having second thoughts about first-person branding? You should be
Helen EdwardsBrands and products that refer to themselves as ‘I’ come across as infantile and annoying. Think twice when creating your tone of voice.
Is your brand being heard? How sonic branding can increase your sales
Niall RogersAs consumers interact more with smart speakers and media such as podcasts, it’s more important brands have a clear and recognisable sonic identity.
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Brand might slyly alter human truth: How brand image changes perceptions of reality
Mark RitsonThe nature of reality, and how brands influence our perception of it, is the unusually metaphysical topic of our marketing columnist’s thoughts this week.
‘Innovation, science, humanity’: Why GSK picked Haleon for its consumer healthcare rebrand
Michaela JeffersonAs GSK Consumer Healthcare prepares to split from GlaxoSmithKline and make its own way as an independent business, CMO Tamara Rogers explains how the business decided upon its new brand identity.
GSK Consumer Healthcare to be renamed Haleon after demerger
Matthew ValentineThe new brand identity for GSK Consumer Healthcare, created with input from employees and consumers, will run in more than 100 markets globally.
How marketers can use ‘design thinking’
Econsultancy TeamDesign should not be thought of as a veneer that is added to a product at the end of the process, but an integral part of how products and services work.
Meet the brands using design to elevate their categories
Megan TatumFar from being content to play second fiddle to the established players, no and low alcohol brands and plant-based products are focusing on their visual identity as a means to capture market share.
Ritson on the UK’s top 10 sonic brands
Marketing Week ReportersFrom Autoglass to Netflix to Just Eat, Mark Ritson explores the brands with the most effective sonic assets.
Brand characters could be the most undervalued asset in B2B marketing
Peter WeinbergIt’s hard to tell a great story without a great character but most B2B brands seem reticent to entertain the idea. One exception is Salesforce, which introduced Astro who helped revitalise the brand and make it interesting again.
Facebook rebrands to Meta as virtual worlds become ‘new North Star’
Charlotte RogersAdmitting the previous brand name was too “tightly linked” to one product, CEO Mark Zuckerberg wants his business to become “metaverse first, not Facebook first” in a bid to graduate from social media to virtual worlds.
Mastercard’s Raja Rajamannar on the value of having a multisensory strategy
Manny PhamIn addition to launching a Mastercard sound and taste, the brand has now unveiled a Mastercard smell, all of which is helping it to elevate the brand’s status, says Raja Rajamannar.
If your distinctive brand assets are exclusively visual it’s time to come to your (other) senses
Mark RitsonVisual cues are all very well but don’t forget the other four senses when developing brand codes as they can be just as powerful – if not more so – at creating stand out and appeal.
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If the old logo ain’t broke, fix it anyway: Ritson’s rules for playing with brand codes
Mark RitsonThose 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.
Is Pfizer’s ‘Comirnaty’ genius branding or a major misstep?
Michaela JeffersonPfizer’s newly named Covid vaccine has been met with ridicule and scorn, but while some believe it makes “little logical sense” others think it could be part of a bigger play by the pharmaceutical giant.