CMO Todd Kaplan says the new visual design ushers in a “new era” for Pepsi and will help to drive brand distinction, while also turning the spotlight onto its zero sugar alternative.
Removing the famous Swiss mountain from its packaging won’t stop the chocolate brand building a desirable brand image in today’s globalised age.
A “comprehensive” advertising campaign is to follow later in the spring, as owner Britvic invests behind the brand to prevent loss of market share to private label competitors this year.
Kicking off a new series exploring the role of the metaverse in marketing now and tomorrow, we explore whether it’s time to start building a virtual community for your brand.
In uncertain times, having control of your digital assets is essential. Even as organisations tighten their belts, investing in marketing remains good practice.
The Gym Group is on a mission to drive awareness, as marketing director Emily Kortlang admits it doesn’t currently match up with what the business has achieved.
Mobile phone disruptor Nothing is looking to add human warmth back into tech, says co-founder and head of marketing Akis Evangelidis.
Want to know how to build more powerful memories and associations for your brand? Just think about Great Aunt Margaret.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
In the latest episode of Marketing Week’s podcast series, former Nike CMO Greg Hoffman discusses the origins of 2018’s ‘Dream Crazy’, the secrets of brand identity excellence and why restrictions can be joyful.
With more brands altering their distinctive assets more frequently, often for the same reason and at the same time, code play is becoming far less effective.
Communication is vital for collaboration, but developers and designers sometimes seem to speak different languages – here’s how to bridge the gap.
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.