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Superdry’s returning founder can restore the brand’s DNA
Founders live and breathe their brands, and Superdry’s Julian Dunkerton should be able to correct the strategic mistakes of the past, as long as he’s not stuck in the past himself.
Founders live and breathe their brands, and Superdry’s Julian Dunkerton should be able to correct the strategic mistakes of the past, as long as he’s not stuck in the past himself.
Time and again companies have proved unwilling to stick to their lofty purpose statements when it costs them money. For purpose to have any meaning, corporations need to put it before profit.
Distinctiveness and differentiation are both integral to brand success so there doesn’t need to be a trade-off between the two.
From titans of industry to serious misconduct investigations, this year high-profile founders lost their shine as employees and brands seized back control.
TikTok is working with ParalympicsGB to raise awareness of the games and inspire future athletes by reaching new audiences.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the growth of Guinness 0.0 and the marketing strategy that has driven its success to Nuby becoming the first baby brand to secure a title sponsorship in English football, it’s been a busy week. Here is my take.
Simon Groves joins Barclays after almost 25 years working at O2, and will report into former O2 colleague Nina Bibby at the bank.
CMO of Warner Hotels, David Murdin, worked at big brands including British Airways and Sky before moving into general management at Costa and Debenhams. And while the experience was crucial in making him a more rounded leader his passion for brands has ultimately seen him return to marketing.