Npower has launched its first advertising work starring Sid, the brand icon it has hijacked from British Gas. The campaign has the strapline "Tell Sid… npower is cutting prices".
As inflation reaches a 40-year high, driven by soaring food and energy bills, consumer confidence plunges.
Deciding to “step up” and take a stand on online hate with its ‘Hope United’ campaign, BT knew it needed to move away from the standard campaign process in order to succeed.
Brands should be bringing their purpose inwards, not outwards, says Reach’s director of market insight and brand strategy Andrew Tenzer.
To get brand diagnosis right, marketers must be willing to hear some uncomfortable truths, get the whole business on board and seize the opportunity to improve.