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.
Having gone independent from former parent company Huawei in November, Honor has ambitions to become a top three smartphone brand in the UK by 2024.
Once ubiquitous in UK households, Freeview has become a brand only passively engaged with. The platform hopes to change this with a new campaign, while attracting younger audiences and pushing its credentials in innovation.
At the Festival of Marketing, the audience heard how the long-form properties of podcasting drove Transport for London to make podcast sponsorship a vital part of the communications strategy for its ‘#TogetherAgainstHate’ campaign
Brand extensions and DTC goals are distractions from real innovation and meaningful growth, argues Helen Edwards.