Rebrands and redesigns inevitably attract consumer attention – both good and bad – but the processes behind their execution are usually hidden from public view. We ask brands to reveal what they involve, who’s in control and how to make them work.
Promotions are struggling to prove their worth as consumers turn their backs on them and increasingly opt for convenience shopping, yet the one tactic retaining its appeal – loyalty cards – is the one most maligned by brands.
What do Ban Ki Moon, Bill Clinton and Beyoncé have in common? No, it’s not the start of a bad joke, but rather a snapshot of the people who were in New York City last week, all with the same aim – galvanising people to take action for the good of our planet.
With the launch of catch-up service Freeview Play and a multimillion-pound campaign to mark the rebrand of Freeview, the free-to-air TV service’s head of marketing Owen Jenkinson explains the company’s strategy to reach mass audiences in a crowded digital TV market.
Coca-Cola’s ditching of its chief marketing officer role for a chief growth officer is a clear warning to CMOs: stand for growth, or lose it all. Thomas Barta, co-author of ‘The 12 Powers of a Marketing Leader’, explains.