M&S’s turnaround and reframing Peloton: Your Marketing Week
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the BBC’s brand plans to Oatly’s positioning, it’s been a busy week. Here is my take.
Finding your way
This week has been a tale of two types of brands. Newer, so-called disruptive brands carving out new categories, and mature brands looking to adjust to different realities.
It’s been a busy week for the latter. The BBC is a football of a brand, easily kicked around. Everyone has a stake in it, from licence fee payers to government. It is a brand that enjoys considerable, residual appreciation. But it’s also one looking to find a meaning in a media landscape very different to the one it has operated in for most of its 100 years.