The KFC chicken crisis caused by DHL’s delivery failures could have been disastrous, but a rapid strategic response has ensured the brand will benefit long-term from increased awareness and a boost in consumer demand.
Marketers were reportedly upset that their ads appeared next to expletives on Mumsnet, but that’s how real people talk and it pales in comparison to terrorist content as a risk to brands online.
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.
British companies often struggle to scale abroad but ‘marketing intelligence’ firm MiQ is doing just that, using insights from digital campaign data to put marketing at the heart of brands’ strategies.
It takes courage and confidence to launch a legal battle, particularly when your challenger is one of the world’s largest sportswear firms, but the founder of niche activewear brand LNDR says she had no other choice.
New data regulations held the promise of an improved user experience for digital services, but the reality is more pop-ups, confusion and inconsistency.
Story of my CV: Business transformation has been the driving force of Pronovias CMO Eva Ziegler’s career, which has seen her put the customer at the heart of brands from Coca-Cola to Toyota.
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