How Corona built brand equity in spite of the pandemic
Fiona FlorenceBrands can generate love and loyalty, even in a crisis, through building equities and visual triggers, as Corona has unexpectedly discovered.
Innocent prioritises ‘thoughtful innovation’ as it launches juice shots
Charlotte RogersAfter 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.
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Direct Line understands the power of characters in unlocking branded recall
Mark RitsonDirect 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.
Moving on from ‘The Fixer’: Why Direct Line got rid of its ‘hugely successful’ campaign
Sarah VizardThe 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.
Have faith in belief, to unlock the benefits of branding
Marketing Week PartnerThe 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.
Artificial intelligence will kill design’s ‘Hippos’
Ben DavisAnyone 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.
‘Let’s leave the past behind us’: Why RBS is rebranding to NatWest
Sarah VizardSpeaking 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.
RBS to rebrand as NatWest Group as CMO David Wheldon retires
Sarah VizardNatWest 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.
The role of visual design in creating authentic connections
Marketing Week PartnerVisual 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 failure of DTC business Brandless proves the power of marketing
Charlotte RogersThe 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’.
‘We’re not shy of a bit of controversy’: How Diageo’s corporate brand was born
Charlotte RogersMore 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.
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Logo fix or logo flex? Marketers should be more playful
Mark RitsonAs 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.
Out with the new, in with the true
Paul DrakeNew 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.
Brand consistency is the key to survival in today’s digital economy
Marketing Week PartnerThe 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.