A strategy of hijacking sponsors’ media budgets helped propel the Team GB identity into the national consciousness and unite the UK Olympic team ahead of the Sydney Games in 2000.
On a mission to become a global household name, William Hill is betting big on its brand with a new campaign and updated identity focused on the social side of gambling.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
When the iconic channel launched 40 years ago this summer it didn’t just change popular music, it also helped pave the way for a new visual language in advertising, marketing and beyond.
The property company’s CMO Gary Bramall wants to unlock the positivity of moving home with a brand refresh designed to reflect his vision of a “holistic Zoopla”.
Coca-Cola has revamped Coca-Cola and Diet Coke packs to bring them in line with the refreshed Coca-Cola Zero Sugar design, a continuation of its ‘One Brand’ strategy, which it describes as “integral” to its marketing approach.
Conforming to category norms may seem like the safe thing to do but it won’t make people remember your brand.
Cocreation allows brands to build better relationships with their customers but in order to be most effective marketers and designers need to work together.
RB’s rebrand to Reckitt is part of a more focused effort to communicate what the corporate brand stands for, after observing ‘increased curiosity’ among consumers.
Coca-Cola has enlisted Tyler, The Creator for its latest campaign which looks to highlight the “indescribable” feeling drinking a Coke creates, while showcasing the redesigned Coca-Cola Zero Sugar pack.
After almost two centuries of successful innovation, one company is about to get a huge fillip from the rollout of its vaccine.
If a marketer really wants to read the mood of the nation, they need to tap into some “t-shirt wisdom”.
Advertising generally takes precedence over the more modest discipline of design when it comes to brand strategy, but marketers should recognise that they have the same influence over consumers’ perceptions.
BT marketing director David Stratton says Plusnet has ‘done a Mark Ritson’ by simplifying its brand codes to differentiate from sister brands EE and BT – a no-nonsense approach our columnist is proud to associate with his name.
Plusnet has redefined aspects of its brand, including its positioning and use of codes to ensure its marketing is as effective as possible.