A National Lottery Twitter campaign has been hijacked by trolls, but marketers would have seen it coming if they weren’t so absorbed in their fantasies of ‘brand love’.
Ivanka Trump’s jewellery brand has been boosted rather than damaged by her father’s divisiveness as US president because of one simple reason: high awareness among the target market.
PwC is a B2B firm and its business is based on decades-long relationships, so talk of ‘brand damage’ from naming the wrong best picture is facile nonsense.
It is not bad creative that consumers hate, it’s ads full stop, which means however hard the industry tries to improve their quality, the use of online ad blocking software will continue to rise.
If VW can peddle a message of trust, anything can happen.
According to Peter Barron, vice-president for communications and public affairs, it is very “difficult” for Google to work out how much tax it should be paying in the UK.
Cynical marketers are better marketers as they aren’t swayed by misguided enthusiasm, but the critical responses to the Chan Zuckerberg Initiative are unfair – they should use their money for whatever causes they want.
Why are marketers worried about VW’s brand and the impact of its diesel engine crisis on corporate reputation? That is the least of the beleaguered German company’s worries right now.
How do tech giants’ reputations manage to remain intact despite questions over tax?
When the end came, last Thursday, it came more from exhaustion than anything else. After a decade of rumours and accusations of drug use, Lance Armstrong finally reached his limit.
Just over a year ago I wrote a column that predicted the imminent demise of the BP brand. I pointed out that when a brand is positioned around associations like ’green’ and ’integrity’ and then commits the worst oil spill in modern times as a result of negligence and systemic mismanagement, the game is up. […]
As London counts the cost of Saturday’s protests, it is clear that this is the start of a movement unlike anything we have seen before in the UK. Impressive as the numbers taking part in the protest were, the real surprise was the crowd’s anger.
The frozen food brand wants to be famous for shining a light on diversity as it sets a new direction for the brand focused on modern families.
New research by the WFA finds that global brands are making extensive changes to how they buy digital media in response to growing concerns over issues including brand safety, viewability, transparency and ad fraud.
As custodians of the brand, marketers have a critical role to play in implementing purpose across organisations, says co-founder of brand substance agency Given London and former CSR manager at The Body Shop, Becky Willan.
Blockchain has the potential to force media buys to become much more transparent transactions but that doesn’t make it entirely foolproof, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.
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