Sports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
It’s been over two years now since Sports Direct hired its first ever CMO to lead the brand through a transformation, and a year and a half since it kicked off its ongoing brand-building push.
Sports Direct’s brand health is at a low point after the pandemic, but CMO Beckie Stanion has a plan to turn around brand perceptions with large scale campaigns and a focus on sports accessibility.
CMO Beckie Stanion hopes to change consumer perceptions of Sports Direct with its second ever brand campaign, which celebrates the unifying power of football ahead of the Euros.
As chief executive Mike Ashley appears today (7 June) before a government select committee hearing, Sports Direct has been branded as having one of the “weakest” reputations of any UK brand.
Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.
