Exploring the international market can be an exhilarating ride, throwing yourself into new cultures and widening your scope of reference, but going into it with your eyes open is crucial.
Churchill has given its brand mascot Churchie a CGI makeover and launched a ‘Chur-Chill’ positioning as it looks to build affinity for its brand in a price-sensitive market.
Despite having a “very powerful” brand, Barclays believes there is limited differentiation between banking brands, something it is trying to address with a new positioning, tone of voice and visual identity.
Having dealt with sight with the launch of its symbol logo and hearing with its brand sound, Mastercard is looking to push its brand positioning still further with the launch of its own taste.
Marketing Week’s new podcast series gets under the bonnet of the most effective marketing campaigns and how they came together, starting with Direct Line’s decision to call in Winston Wolfe.
Marketing Week reveals the top 10 marketers in regulated industry sectors, part of our Top 100 Most Effective Marketers project.
In the late 1990s, Mastercard needed a long-term marketing platform to help reboot the brand, which was on a “burning platform” in the US. But while Mastercard knew it was on to a winner with ‘Priceless’, no one foresaw it still being part of the brand’s DNA 22 years later.
Celebrating 25 years as a challenger brand, Green Flag wants to define its purpose and focus on its heritage as it looks to take on breakdown’s big beasts.
Taking consumers to hell sounds like a bad idea, but for online mortgage broker Habito double digit improvements in brand awareness suggests otherwise.
GoCompare has overhauled its brand strategy as it looks to differentiate in a competitive market, but mascot Gio Compario is staying, albeit in a different role.
The building society hopes using stand-up comedy in its latest campaign will encourage Brits back into saving while avoiding sounding “patronising and parent-like”.
Over the past few years, a digital revolution has been taking place in the financial services industry that has upended consumers’ expectations of customer service and left some incumbents scrambling to catch up.
GoCompare and MoneySuperMarket have both shifted away from loud, price-driven messaging to focus on personalised customer experiences based on data, in the hope of differentiating themselves and increasing loyalty.
Maeve McMahon has worked across an array of international marketing roles and isn’t one to shy away from the unknown, but even the most fearless marketers need a little nudge at times.