It’s been over two years now since Sports Direct hired its first ever CMO to lead the brand through a transformation, and a year and a half since it kicked off its ongoing brand-building push.
Sports Direct’s brand health is at a low point after the pandemic, but CMO Beckie Stanion has a plan to turn around brand perceptions with large scale campaigns and a focus on sports accessibility.
CMO Beckie Stanion hopes to change consumer perceptions of Sports Direct with its second ever brand campaign, which celebrates the unifying power of football ahead of the Euros.
As chief executive Mike Ashley appears today (7 June) before a government select committee hearing, Sports Direct has been branded as having one of the “weakest” reputations of any UK brand.
From taking Green & Black’s to a new market after “savage” customer feedback, to the birth of Veggie Pret, Mark Palmer urges marketers to rethink positioning, premiumisation and innovation.
It’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.
From a lack of transparency to the misconception only under 35s possess digital skills, marketers address the ageism rife in recruitment.
M&S has highlighted its brand and product proposition, personalisation and data, and modernising its store estate and supply chain as key focus areas for the next two years.