Can casual dining brands survive on supermarket shelves?
Molly FlemingAn 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?
Content design breeds user confidence
Ben DavisJust as consumer confidence is so important at the moment, digital services need to breed user confidence. That’s where content design plays a role.
How to make cost-effective changes to your brand’s creative
Marketing Week PartnerIt doesn’t need to be an expensive and time-consuming process to make minor changes to the artwork of your marketing materials.
All change: The complex route ahead for automotive branding
Matthew ValentineAs car makers shift their focus from selling cars to providing mobility their brands are changing accordingly.
How Corona built brand equity in spite of the pandemic
Fiona FlorenceBrands can generate love and loyalty, even in a crisis, through building equities and visual triggers, as Corona has unexpectedly discovered.
Innocent prioritises ‘thoughtful innovation’ as it launches juice shots
Charlotte RogersAfter 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.
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Direct Line understands the power of characters in unlocking branded recall
Mark RitsonDirect 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.
Moving on from ‘The Fixer’: Why Direct Line got rid of its ‘hugely successful’ campaign
Sarah VizardThe insurance brand has retired Winston ‘The Wolf’ Wolfe despite its “spectacular” commercial success as it looks to refocus on its brand and building brand salience.
Have faith in belief, to unlock the benefits of branding
Marketing Week PartnerThe emotional connection that makes a consumer want to buy comes from making them feel the truth of what the brand promises, according to the founders of branding and design agency JDO.
Artificial intelligence will kill design’s ‘Hippos’
Ben DavisAnyone who has worked on design knows how human the process can be, but artificial intelligence can help bring some rigour to what can be seen as a subjective area.
‘Let’s leave the past behind us’: Why RBS is rebranding to NatWest
Sarah VizardSpeaking exclusively to Marketing Week, RBS’s CMO David Wheldon explains why the time is right for RBS Group to rebrand as NatWest Group, and how it will look to the future while not forgetting the past.
RBS to rebrand as NatWest Group as CMO David Wheldon retires
Sarah VizardNatWest Group aims to be a purpose-led bank focused on enterprise, learning and climate as it looks to put the past behind it and focus on the future.
The role of visual design in creating authentic connections
Marketing Week PartnerVisual design is key to setting brands apart from the competition, and to maximise its effectiveness brands need to streamline how they manage visual assets.
The failure of DTC business Brandless proves the power of marketing
Charlotte RogersThe collapse of direct-to-consumer business Brandless is a lesson in the power of ‘traditional’ marketing and proof that not every new idea is ‘disruptive’.