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.
Phoenix Group hopes its new endorsed brand architecture will enable its six brands to grow in their markets, supported by a more purposeful corporate brand.
Brands and products that refer to themselves as ‘I’ come across as infantile and annoying. Think twice when creating your tone of voice.
As consumers interact more with smart speakers and media such as podcasts, it’s more important brands have a clear and recognisable sonic identity.
The nature of reality, and how brands influence our perception of it, is the unusually metaphysical topic of our marketing columnist’s thoughts this week.
As 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.
The new brand identity for GSK Consumer Healthcare, created with input from employees and consumers, will run in more than 100 markets globally.
Design 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.
Far 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.
From Autoglass to Netflix to Just Eat, Mark Ritson explores the brands with the most effective sonic assets.
It’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.
Admitting 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.
In 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.
Visual 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.
Those 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.
Pfizer’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.