Superbrands’ bogus methodology regularly turns up inexplicable and nonsensical ‘findings’. Here are my top 10 aberrations from this year’s Superbrands Consumer Top 20 ranking.
By Mark Ritson
The health and future growth of British brands depend on a serious commitment to innovation, according to BrandZ’s first UK top 50, especially if homegrown companies want to compete on a global scale.
While Dyson leads the way as the UK’s ‘healthiest’ brand, companies such as AO.com, easyJet and Premier Inn are proving their brand strength despite not having the scale to enter BrandZ’s UK top 50 this year.
Jennifer Atkinson became CEO of ITC at just 34 and has turned it from a loss-making company to a multi-million pound business.
If you have had success with a campaign it is tempting to over-analyse and post-rationalise. Don’t. Just move on and get some perspective.
Making a start in user testing? Econsultancy offers an overview to help marketers understand the discipline.
There is a growing sense that reaching giant audiences to build brands in the decade ahead is going to be more difficult.
The £7m partnership that saw National Trust properties host Cadbury-branded Easter egg hunts is ending as both companies shift the focus of their marketing activities around Easter.