Mastering FMCG: Crafting winning strategies with visual excellence
Chris SutcliffeCatching consumers’ attention is critical to FMCG brands, particularly for product launches, which makes high-impact visual design a prerequisite for success.
‘Any brand’s biggest strength’: Top marketers on the value of distinctive assets and a consistent tone of voice
Michaela JeffersonMarketing leaders from Cadbury, Sage, Boots, Guinness and Yorkshire Tea share their thoughts on the brand codes and tone of voice in the next installment of our series on what it takes to build brands effectively.
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12 reasons why Twitter’s rebrand to X is a mistake
Mark RitsonOur marketing columnist on the biggest branding move of the year: Twitter’s sudden transformation into X.
Twitter’s rebrand to X slammed as ‘illogical’
Josh StephensonExperts have said there appears to be “no best practice branding logic” behind Twitter’s rebrand, describing it as “all very amateur”.
Long taglines using ‘rare’ words are most memorable but least liked, study reveals
Molly InnesBrands need to determine whether they want their slogan to be remembered or liked, as new research shows the most memorable brand slogans are often the least liked.
Lidl entitled to injunction to stop Tesco using Clubcard logo, court rules
Molly InnesIt could cost Tesco £8m to remove its Clubcard prices marketing assets, following the supermarket’s second loss against Lidl at the High Court in its long-standing trademark dispute.
Automation: The path to building bridges in design and marketing
Marketing Week PartnerThe demands of digital advertising mean that automation is indispensable for aligning design and marketing.
‘Luxury will be redefined’: High-end brands on tackling their packaging problem
Matthew ValentineLuxury brands have always used packaging as an effective way to showcase their quality to the consumer, but with stricter regulations from the EU on the way this is all set to change.
Fanta revamps logo with launch of first-ever global identity
Michaela JeffersonAfter making its first “concerted” global push behind the Sprite brand last year, The Coca-Cola Company has now turned its attention to Fanta.
Pepsi rebrands with new logo for first time in 14 years
Niamh CarrollCMO Todd Kaplan says the new visual design ushers in a “new era” for Pepsi and will help to drive brand distinction, while also turning the spotlight onto its zero sugar alternative.
Toblerone’s brand image won’t be hurt by losing the Matterhorn
Mark RitsonRemoving the famous Swiss mountain from its packaging won’t stop the chocolate brand building a desirable brand image in today’s globalised age.
Robinsons unveils first major rebrand in a decade to kick off fresh marketing push
Michaela JeffersonA “comprehensive” advertising campaign is to follow later in the spring, as owner Britvic invests behind the brand to prevent loss of market share to private label competitors this year.
What is the metaverse, and should your brand care about it?
Marketing Week PartnerKicking off a new series exploring the role of the metaverse in marketing now and tomorrow, we explore whether it’s time to start building a virtual community for your brand.
Taking control in challenging times: How to get the best out of your team and your digital assets
Marketing Week PartnerIn uncertain times, having control of your digital assets is essential. Even as organisations tighten their belts, investing in marketing remains good practice.
‘Proudly mass market’: The Gym Group rebrands ahead of major growth drive
Niamh CarrollThe Gym Group is on a mission to drive awareness, as marketing director Emily Kortlang admits it doesn’t currently match up with what the business has achieved.