Speaking 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.
NatWest 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.
Visual 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 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’.
More 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.
As 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.
New 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.
The 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.
Brands across the marketing spectrum are reaping the rewards of joining forces with design at the start of the strategic process.
RBS is hoping to take on digital banking upstarts such as Monzo and Starling with an app-only offering aimed at a younger, less financially savvy audience.
Adam&eveDDB deserves recognition for its outstanding creative work but with its creative nous it should know it’s time to drop the adam&eve name for the good of the wider DDB brand.
As the luxury department store prepares to branch out to Essex with its first standalone beauty concept – H Beauty – is this new identity a step too far for an icon of British retail?
Facebook has introduced its first corporate logo as it looks to differentiate the company and the social network, and signal to regulators and users that it owns Facebook and WhatsApp.
Marketing Week columnist and marketing professor Mark Ritson believes salience is the biggest part of a marketer’s job, but that most “don’t get it” and are, if anything, underplaying their distinctiveness and brand codes.