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.
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.
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’.
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.
Professional services firm Capita is overhauling its brand identity as it looks to transform its business and better explain its purpose across the markets where it operates.
Salience is a much bigger challenge than differentiation, and codes are the way to achieve it – but using them creatively first requires decades of consistency.
Volkswagen has created a “no filter” brand world that includes the introduction of a new logo, brand design and female voice.
As assumptions around gender are being challenged like never before, brands have an important role to play in shaping a more inclusive world. But they must look beyond a commercial lens if they want to be a force for good.
A new wave of packaging-free trials could help end excess waste, but without packaging brands will need to find new ways to differentiate as some of their most recognised assets will disappear.
Design now works alongside marketing as a “creative steward” for the entire brand experience, which is driving innovation and value for the pharmaceutical business.
Marketing Week reviews the latest books and articles for marketers.
The ‘Prius effect’ demonstrates the importance of distinctiveness – products need to fit the narrative of a consumer’s self-image.
The premium coffee brand is investing £8m in its first masterbrand campaign as it looks to keep ahead in a booming and increasingly competitive market.
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
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.
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 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.
