Courtesy of French politics, Kärcher is the latest brand to find out that becoming synonymous with your category is a double-edged sword.
Aldi’s Christmas ad campaign was crowned the most effective festive ad of 2021, helping the supermarket to record sales growth ahead of its rivals. However, analysts believe its “poor” online proposition is holding it back.
After shedding a “higher order” purpose and refocusing the Baileys brand based on customer insights, Diageo has learnt a lot about how to build a distinctive brand consumers love.
Although the concept of ‘brand love’ was overused and went out of fashion, it remains an insightful way to consider consumers’ attitudes towards brands.
Attracting sponsors from Lego and Starling Bank to Pandora and LinkedIn, women’s sport is revving up for a record year fuelled by the return of the Euros.
With 26% of budgets being wasted on poor briefs and misdirected work, a new guide has been devised to help marketers deliver better briefs.
ISBA says the appointment comes at an important time for the trade body, as the industry faces new regulations, inflation, and the ongoing impact of Brexit.