Mastercard’s new sound identity took two years and a “big” investment from the brand, but its CMO Raja Rajamannar believes its development is key as consumers increasingly use devices such as voice assistants and smart speakers where there is no visual real estate.
As BT underwhelms with its new brand design, Harry Lang asks how important investment is in an exciting logo and whether there is such a thing as ‘too simple’.
Marketers could do worse than reflect on both the substantive and affective trials of those aged 35 to 55 and find ways to contribute positively to both.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
From why Diageo is slowing the pace of innovation, to Holland & Barrett’s upcoming brand refresh, catch up on all this week’s marketing news.
As the UK’s first ‘virtual’ bank, First Direct knew it had to take a radically different approach to marketing, to ensure it not only stood out but was trusted by consumers.
The health and beauty retailer is planning to revamp initiatives including its loyalty scheme and introduce new ranges such as food-to-go as it looks to expand its offering and bring new customers in.
By adopting Liverpool FC’s red colour to celebrate its long association with the club, Carlsberg continues to play with its distinctive assets in a way that revitalises the brand.
Each country has its own cultural norms and traditions, so to succeed commercially, brands, products and communications all need to be adapted to fit what’s expected by the market.
As the lager market continues to struggle, Foster’s, Carlsberg and Carling are each taking a different approach to boost sales and save the category.
The latest opinion on the world of marketing, brand strategy and communications from award-winning columnist, marketing professor and marketing consultant Mark Ritson.
The bank is overhauling its logo and visual identity, as well as its marketing, in a bid to make the brand more contemporary and relevant amid rising competition from fintech startups.
The world’s biggest brewer hopes using the “power and recognition of the Budweiser brand” will create a more well-known corporate identity for business in the UK and Ireland.
HSBC’s brand boss admits coming up with an audio brand was “unfamiliar turf” but that she believes the bank has hit upon a sound that “pulls together everything we stand for”.
The launch of Xeim aims to highlight the digital transformation of Centaur’s brands, including Marketing Week, and strengthen its relationships with clients.
Mastercard dropping its name from its logo demonstrates branding strength most companies lack – and it’s all down to the sustained and consistent use of highly distinctive assets.
De Beers has overhauled its corporate identity and how it communicates internally in an attempt to find a common purpose across the business, which stretches from diamond mining to selling luxury jewellery.
As the plant-based alternative milk market continues to surge in popularity, a host of brands are fighting to carve out their own niche with quirky campaigns, strong visual identities and compelling messages about the future of the planet.
After announcing the closure of 34 restaurants in May, Italian dining chain Carluccio’s is hoping to bounce back with a £10m cash injection focused on rebooting the brand.