Marketoonist on brand positioning
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne
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KFC’s UK marketing boss on that ‘FCK’ ad and finding its brand voice
Sarah VizardKFC’s UK CMO believes its response to the chicken crisis is a testament to the strength of its relationship with agency Mother and shows a brand that is confident in its identity and place in a modernising fast food market.
Nike on how setting an ‘audacious goal’ helped the brand work differently
Charlotte RogersUnprecedented access to the athletes’ journeys as they attempted to run the first sub-two hour marathon was at the heart of #Breaking2’s global appeal, says Nike brand communications director Mark McCambridge.
Wimbledon says complacency is its ‘biggest threat’ as it looks to build a global brand
Erin LyonsHonouring more than a century of history, while adjusting to the rise of social media and its growing youth audience, is the balancing act as Wimbledon looks to build on the “golden era” of tennis.
Coca-Cola to hold marketing spend in countries with slow vaccine rollouts
Manny PhamThe beverage giant saw a boost to sales resulting in a 5% year-on-year increase in revenue to $9bn (£6.4bn), as CEO James Quincey credits the actions Coca-Cola took during the pandemic in helping its recovery.
Expedia rebrands to ‘aggressively and deeply’ support travellers post-Covid
Michaela JeffersonWith the reopening of travel on the horizon, Expedia hopes to be seen as the “ultimate travel companion” with its biggest brand spend in five years.
European Super League will need to convince brands of its authenticity
Matt BarkerThe proposed league format takes many of its pointers from the hugely successful US sports model, but can it win over local fans and brands, or is the reputational risk too high?
Personalisation, hiring, retail sales: 5 interesting stats to start your week
Marketing Week ReportersWe arm you with all the numbers you need to tackle the week ahead.