Cover Story

The value of nationalism

Nationalism and brands

The Scottish independence referendum has highlighted the issue of national identity but how important is the role of heritage for brands, particularly in today’s global market? 

Profile: Pippa Dunn, chief marketing officer EE

Pippa Dunn 1

In her first interview since taking responsibility for the EE brand, CMO Pippa Dunn tells how she plans to win consumers’ mobile-fickle hearts, improve its ’most complained about’ customer service and build on the awareness of its huge Kevin Bacon campaign.

The winning straplines that stand the test of time

AVIS we try harder

Car rental brand Avis is resurrecting its famous 1960s ‘We try harder’ strapline for its first above-the-line campaign for almost 50 years. So what is it that makes a brand proposition stand the test of time and what do brands need to do to reinvent an existing slogan for the modern age?

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