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Bentley to up marketing staff by 25% as it prepares SUV launch
Thomas HobbsBentley has revealed it will add 10 new senior marketers to its 40-strong marketing team in 2015 as it aims to boost sales and prepares to launch its first ever SUV.
‘Everything is awesome’ for Lego as it overtakes Ferrari as most powerful brand
Thomas HobbsLego, fuelled by the box office success of The Lego Movie, has overtaken Ferrari to become the world’s most powerful brand in 2015 as Apple holds its crown as the most valuable, according to the latest Brand Finance Global 500 report, for the year ending 1 January 2015.
HSBC starts rebuilding battered brand as perception plummets to new lows
Thomas HobbsHSBC has issued a full-page apology in several Sunday newspapers, after claims that its Swiss bank helped wealthy clients evade tax, as brand tracking data shows new lows.
McDonald’s on why the ‘stillness’ of its marketing strategy sets it apart
Niamh CarrollWhile its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Pre-testing ads is not divisive, it’s a no-brainer
Mark RitsonAgencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
Primark bolsters brand investment as it looks to ‘go beyond’ price, product and stores
Niamh CarrollThe retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.