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.
The 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.
The 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.
Anyone 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.
Speaking 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.
NatWest 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.
Visual 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 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’.
More than two decades since the merger that formed drinks giant Diageo, the company’s corporate brand continues to strike a chord with employees and shareholders alike.
As the NBA faces calls to update its logo with Kobe Bryant’s image, more marketers should consider being playful with their brand imagery rather than acting as the brand police.
New trends come and go, but human behaviour and emotions remain constant, which is why brands need to focus on a true purpose that creates belief and love.
The slightest discrepancy in your branding online can destroy consumer trust, which is why digital asset management helps boost revenues and mitigate risk as well as cutting costs.
Brands across the marketing spectrum are reaping the rewards of joining forces with design at the start of the strategic process.