Launching a sub-brand gives businesses the opportunity to target new customers and extend their reach, but when it comes to design is it better to exploit the strength of the parent brand or strike out with a standalone identity?
Influencers are turning the world of content on its head, matching their authentic voice and strong social following with brand expertise to create a truly compelling message. Ahead of Marketing Week’s panel at Cannes Lions next week we look at what the future of influencer marketing holds.
The Ritz-Carlton has launched a new logo and is “modernising” its brand voice according to Lisa Holladay, its VP of global brand marketing, as the luxury hotel chain changes its marketing in a bid to appeal to Generation Y.
From taking Green & Black’s to a new market after “savage” customer feedback, to the birth of Veggie Pret, Mark Palmer urges marketers to rethink positioning, premiumisation and innovation.
It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.
From a lack of transparency to the misconception only under 35s possess digital skills, marketers address the ageism rife in recruitment.
M&S has highlighted its brand and product proposition, personalisation and data, and modernising its store estate and supply chain as key focus areas for the next two years.