Fred Perry’s Rob Gaitt on using language to reinforce the brand’s identity
Verbal branding is just as important as visual communication, according to Fred Perry’s brand director Rob Gaitt, but authenticity is key.
1 Comment
The Marketing Year: The top campaigns of 2015
Leonie RoderickFrom campaigns that sung on social media to ads that helped save lives, Marketing Week takes a look at the top ads of 2015.
Bodyform follows P&G with an emoji campaign to offer ‘practical solution’ to the taboo around periods
Leonie RoderickBodyform has launched a new campaign aimed at breaking down taboos around periods by introducing six ‘femojis’ and asking people to sign a petition to support the cause.
Burberry unifies three labels under single Burberry brand in bid to push British heritage
Sarah VizardBurberry’s CEO says the brand is reacting to changes in the way luxury consumers shop as it unifies its three collections under one single Burberry range.
Coca-Cola to hold marketing spend in countries with slow vaccine rollouts
Manny PhamThe beverage giant saw a boost to sales resulting in a 5% year-on-year increase in revenue to $9bn (£6.4bn), as CEO James Quincey credits the actions Coca-Cola took during the pandemic in helping its recovery.
Expedia rebrands to ‘aggressively and deeply’ support travellers post-Covid
Michaela JeffersonWith the reopening of travel on the horizon, Expedia hopes to be seen as the “ultimate travel companion” with its biggest brand spend in five years.
European Super League will need to convince brands of its authenticity
Matt BarkerThe proposed league format takes many of its pointers from the hugely successful US sports model, but can it win over local fans and brands, or is the reputational risk too high?
Personalisation, hiring, retail sales: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.