Publishers, brands and agencies may fear the Facebook news feed changes will harm their businesses, but they are the right thing to do for users and the company’s long-term value.
As M&S sales fall again, its problems are not brand management but brand equity, and a mid-market positioning that is inevitably fatal in a tough consumer economy.
McDonald’s appointment of Omnicom to its advertising account is a significant first – both in terms of agency integration and the performance-based pay structure that incentivises achieving brand objectives above media buying rebates.
Your portable toilet business has nothing to learn from Steve Jobs, and if a consultant even mentions Maslow’s Hierarchy of Needs you should kick them out of the door.
The huge debate that has exploded around Protein World’s “Beach Body” campaign has made it the big branding story of the year so far.
Tech giant Microsoft owns one of the most enduring software brands in Windows, but almost managed to throw it away with Windows 8, so the product and branding noises coming from its new executive team are reassuring.
Aldi’s arrival in the UK in 1990 didn’t cause much of a stir but it heralded an irrevocable change for the future of branding.
Entrepreneurial brewing legend Jim Koch, of Samuel Adams lager fame, is finding it increasingly difficult to retain the reputation and distribution of his lager in the craft beer market for two reasons: authenticity and changing times.
The recent spat between JD Wetherspoon and brewer Heineken over the pub chain’s pricing in its newly opened pub in Ireland highlights the channel conflict between supplier and discount retailer.
The UK enjoyed an unprecedented boom during the first few years of the 21st century and as households traded up, the major supermarkets followed. M&S, Tesco, Sainsbury’s and Waitrose all experienced growth that appeared to be without end.
Teaching brand management at a business school is one of the great pleasures of my life. Stomping around in front of a room full of smart 30-somethings while we break down case studies is, by anyone’s standards, a great way to earn an income.
I don’t know much about industrial action but the taxi blockade of London last week to protest against car app Uber was about as misplaced as it gets.
The UK’s major broadcasters have produced what they claim is the most robust research around broadcaster video-on-demand to date, as they look to woo agencies and planners.
Catch up on all this week’s marketing news including change at the top of M&S and WPP, and how a former Red Bull marketer is trying to change perceptions of the energy drink market.
The decision to split responsibility for marketing into the two strands of its business might seem like a step backward for a retailer with such a strong brand, but it should enable it to move faster and focus more on what matters to customers.
The FMCG giant wants to sure it is reaching the right people at the right time as it looks to fight off growing challenges from ecommerce, own-label brands and digital disruptors.
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