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 drinks giant’s long-running Christmas spot will return later this month, having proved its effectiveness over recent years.
Tom Fishburne, aka the Marketoonist, has drawn more than 900 cartoons over the past 20 years and now the industry’s favourite has been chosen.
Nathan Ansell will join Waitrose in January, replacing Martin George who announced his departure in July.
Dr. Martens says there is “more value” in the brand than it is currently charging, with the footwear maker “stronger than ever” after upping marketing investment.