Playing it safe


Diet Coke, Galaxy, Old Spice and KitKat are rekindling old advertising and slogans for today’s audiences. Is this the result of a creative deficit or are fears of a public backlash on social media smothering the urge to chance something new?

Case study: Southern Comfort

In a bid to move away from advertising its New Orleans heritage in the UK, in 2012 Southern Comfort’s new agency Wieden+Kennedy created the TV spot ‘Beach’, showing a confident middle-aged man striding down the beach in just his swimming trunks holding a glass of Southern Comfort.

Troubled countries should think more like brands do

Secret Marketer

When a brand gets into trouble, there is a fair chance that it will be taken over, and there are many examples in recent times where such brands have only survived as a result of a merger with a stronger competitor – Continental Airlines’ takeover by United Airlines springs to mind. In fact, such a course of action is encouraged to protect jobs, warranties and the wellbeing of society.

Pointless slogans are a waste of time

Mark Ritson

It started nine years ago. I can remember the actual week when it all began because I was teaching brand management at London Business School to a class of MBA students and we spent the first hour of class discussing it. That morning Unilever announced that it was introducing a new corporate logo featuring a smooth, rounded U made from an amalgam of 24 icons representing all the businesses that it was engaged in. I beamed the new design onto the screen behind me and my class debated its merits.

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