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.
The strength of the British Gas brand is plummeting, according to new data, as the energy crisis deepens and consumers struggle with the rising cost of living.
Data shows airlines are taking a significant hit to their brand health from the ongoing disruption at British airports. But former industry marketers say the real challenge is the long game.
Credited as playing a “key role” in Tesco’s brand turnaround story, McEttrick will join Primark in September.
Our marketing columnist examines the underwhelming response of the major social media brands to the TikTok threat and explores the perils of competitor orientation.