The Co-operative Bank squandered a huge opportunity in the wake of the financial crisis to tell the world it was everything the victims of the crash were not when news of its capital shortcomings and compromised executives hit headlines
Kronenbourg has reframed the brand for drinkers countless times over its long history and as it celebrates the 350th anniversary of its brewery its marketing repertoire is transforming to put what it calls “added value content” at the heart of future approach to digital.
Morrisons is claiming ‘last mover advantage’ in the loyalty space and instead of launching a traditional points-based scheme is introducing a price-matching programme that will see it become the first supermarket to include the discounters.
The Co-operative Bank has launched a £5.5m brand campaign to highlight its ethical values as it looks to rebuild some of the trust lost in the wake of its financial problems and drugs scandal involving its former chairman.
Kia is shifting its marketing message to promote a more ‘mature and sophisticated’ brand image, as it looks to build on strong sales growth that have seen it outpace increases in the wider European car market.
Marketers need to ensure they bring to clarity to communications around data marketing with consumers increasingly willing to lower the value of their personal information for brands they trust, according to a report.
New research by the WFA finds that global brands are making extensive changes to how they buy digital media in response to growing concerns over issues including brand safety, viewability, transparency and ad fraud.
As custodians of the brand, marketers have a critical role to play in implementing purpose across organisations, says co-founder of brand substance agency Given London and former CSR manager at The Body Shop, Becky Willan.
Blockchain has the potential to force media buys to become much more transparent transactions but that doesn’t make it entirely foolproof, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.