Even by the most horrendous standards, 2014 has been an astonishingly bad year for Malaysia Airlines. First came the disaster of MH370 and the ongoing search for the crew and passengers lost somewhere across the Indian Ocean. Then came the equally haunting loss of MH17 over the Ukraine.
When the concept of near field communication payment, or NFC mobile payment platforms, as they are known, became popular at the start of the decade, there was a rush from several suppliers to claim the lead.
After the M&A people have done their work, then comes the branding bit. With the Dixons and Carphone Warehouse deal complete, the newly merged leadership team must get to work on how they will brand their new beast.
Accounting powerhouse PricewaterhouseCoopers completed its acquisition of management consulting firm Booz & Co last week. The deal instantly added about $1.5bn (£897m) to PwC’s top line. It also threw up something of a branding issue.
Regular readers will know that there is no bigger fan of the big accounting firms than your humble columnist. Over the years their combined attempts at branding have provided me much fodder as examples of strategies that undermine the firms’ respective positions as advisers on corporate strategy.
Having worked at Tesco for over 10 years as a supply chain director, Bruno Monteyne is now one of the UK’s most respected retail analysts. He tells Marketing Week why marketing, which he describes as a “critical” business function, needs to become more clearly defined.